10 FEB 2021

LIVE SPORTS, THE CHURN ANTIDOTE FOR THE PAY TV INDUSTRY IN THE US

Churn rates for OTT and vMVPD services dropped as consumers shift to online video sources for their entertainment. The announcement serves as one of Parks Associate's topics for the fourth annual Future of Video: OTT, Pay TV, and Digital Media.

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Research recently released by Parks Associates reveals that 55% of pay-TV households in the US report availability of live sports is important in their decision to keep their pay-TV service. “The churn rate for pay-TV services continues to trend significantly lower than the rate for OTT services,” said Steve Nason, Research Director, Parks Associates. 

According to Nason, the consideration is a direct result of heavy live sports event cencellations. Over the past year, churn rates for OTT and vMVPD services both declined as consumers shift to online video sources for their entertainment. The announcement serves as one of the researcher’s topics for the fourth annual Future of Video: OTT, Pay TV, and Digital Media, with virtual sessions and networking opportunities taking place 31st March, 5th May, 9th June, 28th July, 6th October, and 14-15 December 2021.

The fourth annual Future of Video: OTT, Pay TV, and Digital Media virtual, sponsored by Deltatre and Metrological, brings together industry leaders featuring visionary speakers, interactive panel discussions, and analyst presentations. The event provides in-depth consumer and industry research on video services; the value of digital content in driving and retaining subscribers; technology innovations that market, measure, and track video viewing; and best strategies for building successful video services.

The conference covers the long-term impacts and changes of the pandemic, along with strategies to fulfill consumer expectations in content and service to create successful video services. It also features other topics covering new business models, technology, and consumer trends.

The churn rate for pay-TV services continues to trend significantly lower than the rate for OTT services.” Steven Nason Research Director, Parks Associates