4 DEC 2020

NEARLY HALF OF US BROADBAND HOUSEHOLDS TRAILED OTT SERVICES DURING THE PANDEMIC

42% of US broadband households that subscribed to an OTT service during the COVID-19 crisis cite a free trial as a key driver for this new subscription. The average monthly spending on OTT video service subscriptions was $16 in Q1 2020.

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A recent research report released by Parks Associates indicates that approximately 40% of US broadband households trialed at least one OTT service during the Covid-19 pandemic. The trials have, in great part, made way for paying subscriptions by providing accessbility to consumer data, viewer activities and preferences, making services more personizable. “The use of data, which moving forward will be better informed with the use of advancements such as machine learning and artificial intelligence, will guide an improved user experience and content offering,” said Steve Nason, Research Director of Parks Associates.

42% of US broadband households that subscribed to an OTT service during the COVID-19 crisis cite a free trial as a key driver for this new subscription. The average monthly spending on OTT video service subscriptions was USD 16 in Q1 2020. Two-thirds of US broadband households that canceled an online pay-TV service would consider re-activating it when live sports content becomes available.  

The third annual "Future of Video: OTT, Pay TV, and Digital Media" hosted virtually by the analyst on 14-16 December will feature guests from Verizon Media, ThinkAnalytics, ContentWise, Vindicia, Salesforce, and Viaccess-Orca. The special session, strategies to leverage user data to improve service retention, will be discussed. Consumer and industry research on OTT services, the value of content, technology innovations, and best strategies for building successful video services. Event sponsors include Salesforce, Comcast Technology Solutions, ContentWise, Verizon Media, You. I TV, Amdocs Media, Penthera, and Verimatrix.

The virtual session “Data and Decision Making in Video Services” on 15th December features visionary speaker Darren Lepke, Head of Video Product Management, Verizon Media, followed by an interactive discussion addressing the latest use cases and technologies that are helping services better acquire, engage, and retain customers. The featured executive speakers for the interactive panel include Gabriel Berger, CEO, ThinkAnalytics, Renato Bonomini, VP Global PreSales, ContentWise, Michael Daley, Global VP Solution Evangelist, Vindicia, part of Amdocs Media, Christopher Dean, VP & GM Media & Entertainment, Salesforce Industries, Alain Nochimowski, Chief Technology Officer, Viaccess-Orca. “At Future of Video, we will examine customer acquisition and retention efforts as well as solutions that can improve business operations for companies delivering OTT video services,” said Elizabeth Parks, President of Parks Associates.

The use of data, which moving forward will be better informed with the use of advancements such as machine learning and artificial intelligence, will guide an improved user experience and content offering.” Steve Nason Research Director, Parks Associates