Subscriptions and Churn in OTT Video Services

  • ID: 3758173
  • Report
  • Region: Global
  • 48 Pages
  • Parks Associates
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Many OTT Services Are Experiencing Churn Rates Over 50% of Their Subscriber Base
Subscriptions and Churn in OTT Video Services analyzes the current subscription OTT video market in the U.S. as established players attempt to maintain market share and new players seek to gain customers.

This analysis identifies methods of acquisition for customers, measures decision factors influencing subscription cancellation, and provides demographic analysis on cancellation decisions.

Key Topics:

- Adoption of OTT services
- Habits and preferences for OTT services and features
- Leading OTT service providers
- Churn rate trends among OTT providers
- Device preferences for OTT services

Research Benefits:

- Examines subscription habits and preferences of consumers
- Identifies churn rates by age group and OTT service provider
- Analyzes factors that influence high churn among OTT services
- Compares major players in the OTT industry
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1. About the Research

2. Previous Research

3. Industry Insight

4. Key Findings

5. Recommendations

6. Adoption of OTT Video Services:

- % of U.S. BB HHs Paying for OTT Subscription (2013 - 2015)
- Pay-TV and OTT Penetration Among Millennials (Q1/16)
- OTT Video Service Subscriptions (Q4/15)
- OTT Video Service Subscriptions: Netflix, Hulu, and Amazon Prime Instant Video (2013-2015)
- OTT Video Service Subscriptions: CBS All Access, HBO NOW, and Showtime (2015)
- Sports OTT Video Service Subscriptions (Q4/15)
- Recent Use of OTT Services (Q4/15)
- Most Commonly Used Device to Access Specified OTT Services (Q4/15)
- Most Commonly Used Device to Access Specified OTT Services, cont. (Q4/15)
- Method of Signing Up for a Subscription to Specified OTT Services (Q4/15)
- Method of Signing Up for a Subscription to Specified Sports OTT Services (Q4/15)

7. Churn Among OTT Services:

- Subscribers Canceling OTT Service as % of Current Subscriber Base by Age (Q4/15)
- Current and Former OTT Service Subscription Among Millennials (Q1/16)
- Subscribers Canceling OTT Service as % of Current Subscriber Base (2015)
- Reasons for Canceling an OTT Service (Q4/15)
- Reasons for Canceling an OTT Service, cont. (Q4/15)
- Likelihood of Canceling OTT Service (Q4/15)
- Likelihood of Canceling Sports OTT Service (Q4/15)
- Likelihood of Canceling OTT Services by Children at Home (Q4/15)
- Likelihood of Canceling Hulu (Basic Subscription Tier) by Age (Q4/15)
- Reasons for Planning to Cancel an OTT Service by Gender (Q4/15)
- Reasons for Planning to Cancel an OTT Service to Save Money by Gender and Marital Status (Q4/15)
- Reasons for Planning to Cancel an OTT Service to Save Money by Gender and Income (Q4/15)
- Reasons for Planning to Cancel an OTT Service by Housing Type: Only Intended to Subscribe for a Short Time (Q4/15)
- Reasons for Planning to Cancel an OTT Service to Save Money by Home Ownership (Q4/15)
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Glenn Hower - Research Analyst
Yilan Jiang - Manager, Consumer Research
Katherine Li - Researcher
David Mitchel - Research Analyst
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