According to Parks Associates, 36% of over-the-top streaming subscribers, or 32 million households, are “service hoppers.” Other analysts call the behavior “subscription cycling.” These customers tend to stay with services for a shorter time, have more subscriptions at a time and have canceled more services than other subscribers over the previous 12 months.

“Consumer subscriptions are largely driven by content, and streaming services are investing heavily on archive and rerun content rights, as well as spending billions of dollars on developing new original content,” Parks Associates president and chief marketing officer Elizabeth Parks told TheWrap. “Increased investment in original content is pushing up subscription service rates.”

From the article, "Wall Street Wants Streamers to Make More Money – but Consumers Want to Pay Less," by LUCAS MANFREDI.

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