Churn and Retention of OTT Video Services

This research examines churn among subscription OTT VOD and online pay-TV services as well as the factors that can influence OTT service churn. This study will assess trends in churn for particular services over time and test several retention strategies to see which ones can best be used by OTT services to retain subscribers.

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Overview of OTT Service Subscriptions

Overall OTT Service Subscriptions (2013 - 2017)

Overall OTT Service Subscriptions by Generation (2015 - 2017)

Top OTT Service Subscriptions (2012 - 2017)

Sports OTT Video Subscription (2016 - 2017)

Methods of Subscribing to OTT Services (Q1/17)

Multi-subscription Households

Number of OTT Service Subscriptions (2014 - 2017)

Numbers of OTT Services Subscribed Among Subscribers (2016 - 2017)

Numbers of OTT Services Subscribed by Generations (2016 - 2017)

Recent Use of Transactional or Ad-supported OTT Services by OTT Subscription Holders (Q1/17)

Characteristics of OTT Subscription Households

Top OTT Service Subscriptions by Generations (Q1/17)

Top OTT Service Subscriptions by Technology Adoption Segment (Q1/17)

Overall OTT Service Subscriptions by Household Income (2015 - 2017)

Length of OTT Service Subscriptions

Netflix, Amazon, and Hulu: Average Number of Months Subscribing to Service (Q1/17)

Netflix, Amazon, and Hulu: Average Number of Months Subscribing to Service by Generation (Q1/17)

Netflix, Amazon, and Hulu: Average Number of Months Subscribing to Service by Income (Q1/17)

Lifetime Subscriber Value - OTT Subscription Services (Q1/17)

OTT Subscription Cancellation

Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2015 - 2017)

Netflix, Amazon, and Hulu: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2015 - 2017)

Popular OTT Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (2015 - 2017)

Netflix, Amazon, and Hulu: Subscribers Cancelling OTT Service as a % of Current Subscriber Base by Generation (Q1/17)

Network Specific and Linear OTT Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base by Generation (Q1/17)

Sports vs. Overall OTT Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base (Q1/17)

Monthly Expenditure on Entertainment (Q3/16)

Attitudes about Online Video & Pay TV Service (Q1/17)

OTT Service Trials & Conversion

Per-Trial OTT Trial Success Rate: OTT Trials Resulting in a Subscription (Q1/17)

Average Number of Trials and Subscriptions (Q1/17)

Per-Household OTT Trial Success Rate: Percentage of Consumers Subscribing to an OTT Service After a Trial (Q1/17)

OTT Service Trials by Age (Q1/17)

OTT Service Trials by Technology Adoption Segments (Q1/17)

OTT Conversion Rate (Q1/17)

Demographic Profiles of OTT Trialers That Didn't Subscribe vs. That Did Subscribe (Q1/17)

Attitudes About Online Video and Pay TV by OTT Trialers That Subscribed (Q1/17)

Appendix

Publish Date: 3Q 2017

Slides: 53


Authored By:
Brett Sappington - Senior Director of Research
Katherine Li - Researcher
Yilan Jiang - Senior Research Manager
David Mitchel - Research Analyst

Published by Parks Associates
© July 2017 Parks Associates | Dallas, Texas 75248

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