Parks Associates attributes a chunk of that OTT churn to consumer experimentation.
“These are not free trials but instances where consumers are spending real money to try out new OTT services. One-third of households that currently subscribe to an OTT video service have cancelled one or more services in the past year, which shows that there is quite a bit of experimentation occurring right now,” Brett Sappington, senior director of research at Parks Associates, said in a statement.
From the article "OTT Video Churn Steady at 19%: Study" by Jeff Baumgartner.
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New data compiled and analyzed by Parks Associates shows that average video viewing time in households in the United States has risen to 43.5 hours per week across all devices, but its numbers also sh...
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