Churn, Retention, and Lifetime Value for OTT Video

As the OTT video market matures, OTT video service providers are increasingly focused on keeping their subscribers rather than looking solely at customer acquisitions. This study explores OTT subscription service uptake, including the number of services taken and adoption beyond Netflix, Hulu, and Amazon. It measures churn rates and subscription duration among leading OTT video services and for the industry overall. It also explores the factors that affect OTT churn and the incentives that can help OTT service providers best retain their customers.

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Publish Date: 3Q 2019

Slides: 40

Authored By:
Brett Sappington - Senior Research Director and Principal Analyst

Published by Parks Associates
© September 2019 Parks Associates

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