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Market Research Report

Subscription and Churn in OTT Video

Published by Parks Associates Product code 955570
Published Content info 61 Slides
Delivery time: 1-2 business days
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Subscription and Churn in OTT Video
Published: December 31, 2020 Content info: 61 Slides
Description

SYNOPSIS:

OTT video services are designed to allow no hassle signup and easy cancellation process, but this level of freedom has led to high churn for many services. This primary research examines uptake and cancellation of OTT video services and the tactics services use to retain customers. It examines trends in adoption and churn for OTT services, both individually and by business model, and the effect of the COVID-19 crisis on churn and retention.

ANALYST INSIGHT:

"The downturn in churn is good news for an industry that continues to be plagued by this issue. However, at some point, potentially in the near future, consumers will begin to streamline their OTT service stack , especially with the devastating economic effects of COVID-19 lingering. When that happens, only the services that deliver a differentiated content offering and exemplary user experience will remain as a component of a consumer's video portfolio." - Steve Nason, Research Director, Parks Associates.

Table of Contents

Table of Contents

Executive Summary

  • Industry Insight
  • Overall OTT Service Subscriptions
  • Attitudes Regarding OTT Services
  • Likelihood of cancelling Online Video Services Due to Lack of New Content

Market Overview

  • Overall OTT Service Subscriptions
  • Number of OTT Service Subscriptions
  • OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
  • Netflix, Amazon, and Hulu: OTT Service Subscriptions
  • Major Subscription OTT Video Services
  • Penetration of Premium Subscription OTT Video Services
  • Top Sports Subscription OTT Video Services
  • Subscription of Fitness OTT Services
  • Core vMVPD Service Subscription
  • vMVPD Service Subscription
  • OTT Subscription by Age Groups

Length of Subscription

  • Subscription Length of OTT Services
  • Subscription Length of Premium OTT Services
  • Subscription Length of Sports OTT Services
  • Subscription Length of vMVPD Services
  • Factors Influencing OTT Service Subscription
  • Drivers for Subscribing to OTT Services
  • Drivers for Subscribing to OTT Services By Major OTT Services
  • Method of Subscribing to OTT Service (2019 - 2020)
  • Hoppers - A Segment of OTT Subscribers
  • Attitudes Regarding OTT Services
  • OTT Service Subscription Length: Non-Hoppers vs Hoppers
  • Number of OTT Services Subscribed: Non-Hoppers vs Hoppers
  • Number of OTT Services Cancelled: Non-Hoppers vs Hoppers
  • Attitudes Regarding OTT Services: Non-Hoppers vs Hoppers
  • Hoppers by OTT Services

OTT Subscriber Churn

  • Subscribers Cancelling OTT Service as a % of Current Subscriber Base
  • Subscribers Cancelling Service as % of Subscriber Base
  • Subscribers Cancelling Service as a % of Current Subscriber Base
  • OTT Churn Triggers
  • OTT Churn Triggers: Non-Hoppers vs Hoppers
  • OTT Service Retention Options

COVID-19 Impact

  • COVID-19 Impact on Employment Status
  • Consumer Concerns During COVID-19 Crisis
  • New OTT Subscribers
  • New OTT Subscribers by COVID-19 Impact on Employment Status
  • New OTT Subscribers by Concern to Keep Household Entertained
  • Hoppers by New OTT Service Subscribers
  • Likelihood of Cancelling Online Video Services Due to Lack of New Content
  • Likelihood of Cancelling OTT Service Due to Lack of Content by New OTT Service Subscribers
  • Most Preferred Source to Watch New Movies
  • Non-Hoppers vs Hoppers: Likelihood of Cancelling OTT Service Due to Lack of Content and New OTT Service Subscription
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