39% of U.S. OTT viewers access video services for specific content

Consumer data from Parks Associates reveals that 39% of OTT viewers access video services based on specific content available. In partnership with Conviva, Parks Associates is presenting its latest consumer research during the industry webinar “The Role of Content Discovery in OTT” on Thursday, October 14, at 10 am CT US (11 am ET). The webinar explores content discovery strategies companies are using as a key differentiation factor in attracting new subscribers and keeping users engaged.

U.S. OTT Churn Triggers
“Content is key to OTT success, and the path for consumers today to get to that content is the crucial search and discovery process,” said Paul Erickson, Senior Analyst, Parks Associates. “OTT players are successful when offering a premium, personalized user experience that allows subscribers to find and access relevant content based on their habits and preferences. A perceptive and intelligent content discovery strategy is a key differentiator in attracting and engaging subscribers over the long term.”

Parks Associates research found that three out of the top five factors that drive OTT service subscriptions involve content and that the inability to find relevant content is a top reason for consumers leaving a service.

“With so many entertainment options at viewers’ fingertips, it is more important than ever before for streaming publishers to understand how consumers discover content in order to win their engagement,” said Nick Cicero, VP of Strategy, Conviva. “I am excited to share Conviva’s research in conjunction with the insights from Parks Associates to reveal how publishers can better understand their audience and grow their business.” Digital TV News