December 8, 2020
During a pandemic, consumers gravitate toward experiences they trust. New data from Parks Associates finds the overall annual churn rate for OTT services, representing those subscribers who have canceled a service as a percentage of the current subscriber base, dropped from 46% in 3Q 2019 to 38% in 3Q 2020. As a subset of subscription-based OTT services, online TV services experienced an even more dramatic drop, from 84% in 2019 to 49% in 2020.
“Households across the U.S. continue to be primarily homebound or more homebound than they have been in prior ‘normal times,'” research director Steve Nason said in a statement. “They have much more time and opportunity to engage and interact with OTT services and are deciding to stick with services, including midsized and smaller ones, longer than normal. Consequently, we are seeing a lower overall churn rate for OTT services.”
Parks found considerably lower churn rates among Netflix, Amazon Prime Video and Hulu than the overall average for all OTT services. The Disney+ churn rate was at 13%, while HBO Max, Apple TV+, and Peacock was around 20%. For online TV, churn rates remain high, but the pandemic has accelerated the migration away from traditional pay-TV services via a cable or satellite provider while also encouraging extended subscriptions.
“Online pay-TV services that offer bundles of live channels, are a direct beneficiary of the move away from traditional pay-TV services,” Nason said. “This trend, along with the return of live sports, is a huge growth accelerant for services such as YouTube TV, Hulu with Live TV, and fuboTV. As a result, the churn rate for online TV, while still hovering near 50%, has been significantly reduced in this latest release.”