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Promotional Offers Can Lure Back Cord-Cutters

April 16, 2013

According to research company Parks Associates, nearly half (44%) of those who initially cut their cords in favor of over-the-top (OTT) services, and then re-subscribed within the past 18 months (about 7% of the pay-TV households), did so because of a promotion offering a discount or better deal than they had before.

“One-half of those who responded said they came back, and they did so because of a promotion or offer,” said John Barrett, director of research at Parks Associates, in a webcast on the findings -- noting that many people who cut the cord did so because of economic factors. “We’re advocating to [pay-TV providers that they] continue to rely on traditional subscriber acquisition tactics.”

From the article, "Promotional Offers Can Lure Back Cord-Cutters" by Aaron Baar.

Previously In The News

Over The Top Services Outpace Pay TV

According to a recent Parks Associates survey, reported by Joseph Palenchar, a total of 57% of U.S. broadband households subscribe to an over-the-top (OTT) video service (streaming of video content...

Over The Top: Big, Diverse Disruptive Force

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As Over-The-Top Viewing Grows, Those Users Spend More On Video

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Pay-TV Subscribers Want Remote DVR Access, More Options

At the Consumer Electronics Show, research was released that shows about 66% of pay-TV subscribers “express interest in features they currently do not have,” per Parks Associates. “Our research...

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