OTT Churn Rates Pass 50% but
TV Execs Tout OTT Bundles as
Pay-TV Subs Wane
BY DOUG McPHERSON
ADDISON, Texas — Over-the-top
(OTT) services are now experiencing
churn rates that surpass 50 percent of
their subscriber base, with the exception of Netflix and Amazon Prime,
reports Parks Associates.
The researcher adds that more than
50 percent of U.S. OTT homes subscribe to multiple OTT video services.
Of these multi-OTT households, 81
percent use Netflix plus some other
service or combination of services —
mostly Amazon or Hulu.
Other numbers of note include:
● 30 percent of TV homes subscribing to one subscription service use at least one free, ad-sup-ported online video service, with
47 percent of homes subscribing
to three subscription services,
and 63 percent of households
subscribing to five or more.
● 69 percent of U.S. broadband
households subscribe to at least
866.843.3827 | www.a2bf.com
• Order Fulfillment
• Customer Care
• Value-Added Services
• Order Management
Experts in Direct Response
bile phone, losing customers will continue to get worse if marketers don’t have
an easy-to-use, responsive website.
Whatever platform your readers
use, please emphasize the fact that they
are leaving millions of dollars on the
table with every second slower they are
on their mobile website. If they want to
compete with the e-commerce giants, it
is imperative that they are built in a mobile-first fashion and load at lightning
Woodland Hills, Calif.
Editor’s note: Letters to the Editor may
be edited for length and/or clarity.