OTT Video Market Tracker shows Netflix, WWE Network, and Hulu have highest Net Promoter Scores among major OTT video services
Parks Associates today announced new data from the company’s OTT Video Market Tracker service showing Netflix, WWE Network, and Hulu have the highest Net Promoter Scores among major OTT video services in the U.S. The international research firm notes that adoption of OTT video subscriptions has increased by 12% since Q3 2014, with the number of available services and consumer awareness both increasing, despite password sharing growing by approximately 8% over that same time.
“We have seen a steady climb thus far in 2016,” said Brett Sappington, Senior Director of Research, Parks Associates. “With Hulu’s shift to a subscription-only approach, OTT video subscription penetration in the U.S. market will continue to rise through the end of this year.”
Net Promoter Score (NPS) measures the likelihood of subscribers recommending a product or service to others. Parks Associates’ OTT video research shows that NPS is a good indicator of the performance of a service among consumers. Sports services, including WWE and MLB in particular, make strong connections with consumers.
“Net Promoter Scores reveal the motivations behind many of the churn rates we are seeing,” said Ruby-Ren Bond, Research Analyst, Parks Associates. “For example, Hulu has a higher churn rate than Amazon, but its NPS is much stronger than Amazon’s. That indicates the retail side of Amazon’s Prime service is likely a strong factor than the video service in retaining is subscribers.”
Parks Associates’ OTT Video Market Tracker provides industry research data and analysis of competing players’ strengths and weaknesses in the space. The service includes an exhaustive analysis of market trends and profiles of the nearly 100 OTT video service providers in the U.S. and Canada, such as Netflix, HBO, YouTube, and Amazon, with updated deliverables throughout the year.
For more information about the OTT Video Market Tracker, contact sales@parksassociates.com. To schedule an interview with an analyst, please contact HollySprague at hsprague@gmail.com.
About Parks Associates
Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.
The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.
Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
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