Parks: 39% of Streamers Access Services Based on Specific Content

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

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“Content is key to OTT success, and the path for consumers today to get to that content is the crucial search and discovery process,” senior analyst Paul Erickson said in a statement. “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 found that three out of the top five factors that drive streaming 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 at Conviva.

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