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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.

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According to other, new data from Parks Associates, about one in 10 broadband homes bought streaming device so far this year. Then there’s this stunning assertion from Barbara Kraus, director of re...

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