Subscriptions and Churn in OTT Video Services

Subscriptions and Churn in OTT Video Services analyzes the current subscription OTT video market in the U.S. as established players attempt to maintain market share and new players seek to gain customers.

This analysis identifies methods of acquisition for customers, measures decision factors influencing subscription cancellation, and provides demographic analysis on cancellation decisions.

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About the Research

Previous Research

Industry Insight

Key Findings

Recommendations

Adoption of OTT Video Services:

% of U.S. BB HHs Paying for OTT Subscription (2013 - 2015)

Pay-TV and OTT Penetration Among Millennials (Q1/16)

OTT Video Service Subscriptions (Q4/15)

OTT Video Service Subscriptions: Netflix, Hulu, and Amazon Prime Instant Video (2013-2015)

OTT Video Service Subscriptions: CBS All Access, HBO NOW, and Showtime (2015)

Sports OTT Video Service Subscriptions (Q4/15)

Recent Use of OTT Services (Q4/15)

Most Commonly Used Device to Access Specified OTT Services (Q4/15)

Most Commonly Used Device to Access Specified OTT Services, cont. (Q4/15)

Method of Signing Up for a Subscription to Specified OTT Services (Q4/15)

Method of Signing Up for a Subscription to Specified Sports OTT Services (Q4/15)

Churn Among OTT Services:

Subscribers Canceling OTT Service as % of Current Subscriber Base by Age (Q4/15)

Current and Former OTT Service Subscription Among Millennials (Q1/16)

Subscribers Canceling OTT Service as % of Current Subscriber Base (2015)

Reasons for Canceling an OTT Service (Q4/15)

Reasons for Canceling an OTT Service, cont. (Q4/15)

Likelihood of Canceling OTT Service (Q4/15)

Likelihood of Canceling Sports OTT Service (Q4/15)

Likelihood of Canceling OTT Services by Children at Home (Q4/15)

Likelihood of Canceling Hulu (Basic Subscription Tier) by Age (Q4/15)

Reasons for Planning to Cancel an OTT Service by Gender (Q4/15)

Reasons for Planning to Cancel an OTT Service to Save Money by Gender and Marital Status (Q4/15)

Reasons for Planning to Cancel an OTT Service to Save Money by Gender and Income (Q4/15)

Reasons for Planning to Cancel an OTT Service by Housing Type: Only Intended to Subscribe for a Short Time (Q4/15)

Reasons for Planning to Cancel an OTT Service to Save Money by Home Ownership (Q4/15)

Publish Date: 2Q 2016

Slides: 48


Authored By:
Glenn Hower - Senior Analyst
Yilan Jiang - Senior Research Manager
Katherine Li - Researcher
David Mitchel - Research Analyst

Published by Parks Associates
© May 2016 Parks Associates | Dallas, Texas 75248

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

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