OTT Subscriber Retention &Churn

Retaining subscribers and minimizing subscriber churn are of crucial importance for streaming video services. Parks?Associates research shows that OTT services inherently face a higher level of subscriber churn than traditional pay?TV services.

According to Parks Associates data, the OTT subscriber churn rate in the US as of 2021 is 44%. Content is a primary factor in churn. For services to retain users beyond their initial interaction, regular, relevant,?and engaging content is a necessity.?

The rise in consumers’ OTT service stacking is indicative of their willingness to intentionally seek out and subscribe to services that provide the content they desire. Stacking is thus also a reflection of consumer willingness to churn away from a service, if there is a lack of personally relevant content.

If interested in the latest research on this market, please register for Future of Video: OTT, Pay TV, and Digital Media on July 21, 2022. This executive conference?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.?