Parks Associates, Swrve, and Comcast Technology Solutions to address overcoming subscriber churn in the OTT video service landscape

Parks Associates research finds the rate of cancellations for OTT video services among U.S. broadband households has held steady over the past three years at approximately 18%. The firm will examine the unique challenges in addressing subscriber churn in the OTT video service landscape and how providers can make their services invaluable among consumers in the industry webcast “OTT Churn and Retention: Increasing Lifetime Subscriber Value”on Thursday, September 6, 11 a.m. CT.

The webcast, sponsored by Swrve, presents strategies for OTT video providers to reduce churn rates and to increase the lifetime value of their subscribers by designing their solutions based on consumer viewing habits and trends.

Webcast presenters include:

• David Browne, Sr. Director of Product Management, Comcast Technology Solutions
• Barry Nolan, CMO, Swrve
• Hunter Sappington, Research Analyst, Parks Associates
   

The average subscription length for OTT video services is 30 months overall, although the three top services in the market—Netflix, Amazon, and Hulu—have the most stability, while churn rates for other services tend to be more volatile.

“With OTT service penetration starting to plateau at around 65% adoption among U.S. broadband households, the OTT video market is reaching a level of saturation for the services currently available to consumers,” Sappington said. “In an increasingly crowded and competitive marketplace where subscriber acquisition costs are high, this plateau highlights the need for services to focus on retention rather than solely acquisition. Successful services can encourage retention in several ways, such as community building, continuously offering new and fresh content, and improving their user experience.”

During the webcast, David Browne, Barry Nolan, and Hunter Sappington will share insights on three key topics:

Strategies video services are using to maximize the lifetime value of their customers

Factors that make an OTT service irreplaceable among OTT consumers

The rising trend of households with multiple OTT subscriptions

Additional Parks Associates OTT research:

More than 85% of U.S. millennials subscribe to at least one OTT video service.

By 2022, more than 265 million households worldwide will have more than 400 million OTT video service subscriptions.

For more information and to register for the webcast, visit http://www.parksassociates.com/ottchurn-sept2018. To speak with an analyst about this research, contact Julia Homier at [email protected], 972-996-0214.

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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