Thursday, April 28, 2022

40% of OTT subscribers report that all their OTT services are bundled through a home service provider

Bitmovin, Metrological, and more address the latest business strategies streaming services are using to prevent churn

Parks Associates will host “OTT Churn: Marketing and Retention Strategies” virtually on Thursday, May 5, 11:00 AM CT US, as part of the fifth annual Future of Video: OTT, Pay TV, and Digital Media conference series. Parks Associates’ latest research shows that currently 40% of OTT subscribers report that all their OTT services are bundled through a home service provider and almost half feel their home internet service provider adds more value when online video services subscriptions are offered.

Future of Video, sponsored by Adeia, FPT Software, Symphony MediaAI, Comcast Technology Solutions, and Metrological, brings together industry leaders for visionary presentations, interactive panel discussions, and analyst insights. The event features in-depth consumer and industry research on the role of connected TV devices, hybrid business models, and new strategies to retain and grow subscribers.

“It’s a saturated market for consumers,” said Paul Erickson, Research Director, Parks Associates. “While we are still seeing consumers massively experiment with services, there is some settling that has occurred with consumer demand for OTT. We expect to see continued acquisitions and consolidation in 2022 as companies work to have the right service offering.”

OTT Churn: Marketing and Retention Strategies features a research presentation highlighting current Parks Associates consumer research, an executive spotlight session featuring Ashwin Navin, CEO and Co-Founder, Samba TV, and two interactive panels, “Role of the Smart TV in Driving Viewers” and “Consumer Engagement: Maintaining and Growing Customers,” with the following panelists:


“All service providers need to deliver personalized user experiences in order to engage their viewers more effectively. ThinkAnalytics personalized content discovery has a proven track record in increasing viewer engagement, driving more minutes viewed, and decreasing customer churn in major tier 1 PayTV and OTT service providers,” said Peter Docherty, Founder & CTO, ThinkAnalytics.

“With the plethora of streaming services available, a platform's content library and pipeline are what ultimately sets you apart and attracts more eyeballs,” said Philippe Guelton, President, Crackle Plus. “Consumers are savvy and expect streamers to deliver entertainment that aligns with their interests and keeps them wanting more. Crackle Plus has been incredibly strategic in curating original and exclusive programming that defines our brands such as Chicken Soup for the Soul and Crackle. Our viewers know exactly what kind of quality content they can find across all of our platforms and that they can’t get anywhere else.”

“Smart TV adoption has grown and become a staple in US households, pushing OTT platforms to support a wider range of devices to reach a larger viewer base,” said James Varndell, Director, Product Management, Bitmovin. “However, support for Smart TV devices requires development expertise that covers newer and older model generations and is not always available to teams. This is why we foresee these platforms continuing to lean on technology partners, such as Bitmovin, to help simplify their workflow, increase their device reach, and guarantee a broadcast-level quality of experience for their audience.”

“The smart TV is a leading method for video consumption among today’s connected US households” said Fariba Zamaniyan, VP, Data and Advertising, TiVo. “It’s time to harness the power of engagement so the Smart TV screen is a seamless and intuitive experience like the interaction we have with our Smart phones today.”

Future of Video will host an in-person conference in December 2022, with virtual sessions throughout the year:


Parks Associates recently released the whitepaper OTT Streaming Trends to Watch in 2022, which features insights from the firm’s entertainment research team on anticipated trends and market shifts in 2022. Download the complimentary paper at https://www.parksassociates.com/whitepapers/ott-trends-wp2022.

Registration is open, and media are invited to attend. For information, contact Rosey Sera, rosey@parksassociates.com, 972.996.0233.

About Future of Video: OTT, Pay TV, and Digital Media

Future of Video: OTT, Pay TV, and Digital Media brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market.

Future of Video addresses new strategies for cableco, OTT, and mobile service providers to provide high-quality customer service, retain subscribers and attract new customers, and design bundled options through new distribution strategies.

Future of Video takes place virtually on February 10, March 31, May 5, July 21, and September 10, 2022, with an in-person conference in December 2022. For more information, visit www.futureofvideo.us. Register Now.

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