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This research provides a comprehensive view of the traditional pay-TV, streaming TV, and OTT services market across subscription, ad-based, and transactional business models. It details shifting consumer preferences, with historical trending data on adoption, satisfaction, and churn for pay-TV and OTT services. It details top causes of service churn and consumer receptivity to new service features and retention incentives.

ANALYST INSIGHT:

"Services must improve the consumer experience and content options in order to retain customers. Without writers creating high-quality scripted content, an increase in customer attrition is expected in the near term." - Sarah Lee, Research Analyst, Parks Associates.

Table of Contents

Survey Methodology and Definitions

Pay-TV Definitions and Categorization

Video Services Ecosystem

Key Terms and Definitions

Executive Summary

• Pay-TV & OTT Service Subscription Trend
• Pay-TV Adoption by Service Type
• Number of OTT Service Subscriptions
• Spending on Video Services: Traditional Pay TV vs. SVOD Services
• OTT Service Use by Business Model
• OTT Subscriber Churn
• OTT Churn Triggers
• OTT Service Retention Options

The Big Picture: Pay-TV vs. Streaming

• Penetration of Traditional vs. OTT Video Services
• Pay-TV & OTT Service Subscription Trend
• Pay-TV and OTT Service Subscription Mix
• Spending on Video Services: Traditional Pay TV vs. SVOD Services

Pay-TV: From Traditional to Streaming TV

• Pay-TV Adoption by Service Type
• Market Segments: Pay-TV Subscribers, Cord Cutters, and Cord Nevers
• Last Subscription to Pay-TV Service
• Traditional Pay-TV Service Provider Market Share, YoY
• Overall vMVPD Service Adoption
• Streaming TV Service Adoption, YoY
• Pay TV Subscriber Access to Streaming Services via Set-top Box
• Intention to Make Changes to Pay-TV Service
• Reasons for Switching from a Traditional to Streaming TV Service
• Reasons for Switching from a Streaming to a Traditional Pay-TV Service
• Important Factors of Selecting New Home Internet Provider

Pay TV: Value of New Features

• Features Offered and Received From TV Service Provider
• Importance of Pay-TV Service Features & Platform Accessibility
• Appeal of Emerging Pay-TV Service Features: Home Control & Interactivity

Streaming Video: Business Models and Subscription Path

• OTT Service Use in Prior 30 Days, by Business Model
• OTT Business Model Use by Pay-TV Groups
• Use of Ad-Based OTT Services in Prior 30 Days
• Use of Transactional OTT Services in Prior 30 Days
• Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions
• Average Number of OTT Service Subscriptions by Pay-TV Groups
• Method of Subscribing by Service Type Q3 2022
• Method of Subscribing to OTT Services
• Method of Subscribing by Service Type
• Method of Subscribing to Top 10 OTT Services

SVOD Market Leaders: Adoption & User Base

• OTT Service Subscription: Big 3 OTT vs. Non Big 3 OTT
• OTT Video Service Use by Parent Companies
• Major OTT Subscription Service Adoption
• Premium Network OTT Subscriptions
• Additional Streaming Service Subscriptions
• Additional Streaming Service Subscriptions, Cont'd
• Sports OTT Service Subscriptions Overall
• Sports OTT Service Penetration
• Fitness OTT Service Penetration
• Age Breakdown by Major OTT Subscription
• Gender Breakdown by Major OTT Subscription
• Children at Home Breakdown by Major OTT Subscription
• Household Income Breakdown by Major OTT Subscription

OTT Subscription Duration

• Average Subscription Duration of Major and Premium OTT Services
• Average Subscription Duration of Other OTT Services
• Average Subscription Duration of Sports OTT Services
• Average Subscription Duration of Fitness OTT Services

NPS Benchmarking by Sector and Services

• Net Promoter Scores by Sector - Trending (2019-2023)
• Traditional Pay-TV Service Provider NPS
• vMVPD Service NPS
• Net Promoter Score of OTT Services
• Pay-TV Service Sentiment: Legacy vs. Streaming Pay TV
• High Satisfaction with Current Pay-TV Service: Legacy vs. Streaming Pay TV
• Pay-TV Content Preferences: Legacy vs. Streaming Pay TV

OTT Churn

• OTT Subscriber Churn
• vMVPD Services: Subscribers Cancelling OTT Service as a % of Current Subscriber Base
• Subscribers Cancelling Service as a % of Current Subscriber Base
• OTT and Streaming TV Subscription Behaviors
• OTT and Streaming TV Subscription Behaviors, by Streaming TV Subscribers
• Value of Streaming Services Bundled with Communication Services
• OTT Churn Triggers
• OTT Churn Triggers: vMVPDs vs. all OTT Services
• OTT Service Retention Incentives
• OTT Service Retention Incentives: vMVPD vs All OTT Services

Appendix