Parks Associates: Reasons for Subscribing to Subscription OTT Service
Over 50% of US broadband households that subscribe to an OTT video service do so because they’ve previously enjoyed a free trial.
“US viewers have an abundance of options for video entertainment. In addition to traditional pay-TV services, more than 270 OTT services are vying for consumers’ attention. Competitors include virtual MVPDs such as Sling TV and Hulu+Live TV, ad-based services such as Pluto TV and Crackle, SVODs including Netflix, and TVODs such as Amazon Prime,” said Brett Sappington, Senior Research Director and Principal Analyst, Parks Associates. “The consumer’s selection and purchasing journey, including trialing and selecting their video service, is multifaceted and varies among consumer groups. At Future of Video, we will explore the service, content, and bundling innovations that enhance the viewer’s video entertainment experience and the challenges that the industry will face as it moves to the future.”
The research has been released by Parks Associates ahead of the company’s second annual Future of Video: OTT, Pay TV, and Digital Media (December 9-11, Marina del Rey Marriott, California).