In the United States, nearly half of OTT subscribers hop between services, outside of Netflix, multiple times over a 12-month period, according to a new Parks Associates whitepaper, entitled “Optimizing Video, Enhancing Content Performance for OTT Success,” released in partnership with SymphonyAI Media.
“Consumers are experimenting across new services, so content sellers and streaming services must ensure that relevant, engaging content is presented to subscribers. The lack of insight into content performance is a major hindrance to monetization, and the ability to get that insight has implications for an offering's bottom line,” commented Thomas Schaeffer, Sr. Contributing Analyst at Parks Associates.
“The rapid adoption of hybrid ad-supported and subscription revenue streams forces media organizations to reconcile complex data sources, formats, and requirements. Deriving insight from this new data ecosystem gives content sellers and service providers clarity around the value of the content they seek to monetize,” added Mark Moeder, CEO of SymphonyAI Media.
The whitepaper also reports 48% of subscribers cited content or a specific program as the primary motivation to subscribe to a new service. Meanwhile, another report from Parks Associates indicates that more than half of US broadband households now combine one of the Big 3 services with at least one other subscription OTT service to form their online video service portfolio. “Our latest survey finds 20% of US internet households now have eight or more services. The market is very different than it was just a few years ago,” said Elizabeth Parks, President and CMO at Parks Associates.