According to data released September 1 from market intelligence firm Parks Associates, “over the top” video service adoption increased by 12% among U.S. broadband households in the last two years.
Parks’ OTT Video Market Tracker also shows that Netflix, WWE Network and Hulu have the highest word-of-mouth consumer promotion scores.
Parks looked at consumer behavior during Q3 2014 and compared all subsequent quarters through Q2 2016. The number of available services and consumer awareness are both increasing, despite password sharing growing by approximately 8% over that same time, Parks finds.
“We have seen a steady climb thus far in 2016,” said Brett Sappington, Parks Associates’ Senior Director of Research. “With Hulu’s shift to a subscription-only approach, OTT video subscription penetration in the U.S. market will continue to rise through the end of this year.”
Looking at the “Net Promoter Score,” which measures the likelihood of subscribers recommending a product or service to others, Parks Associates’ OTT video research shows that WWE and MLB in particular, made strong connections with consumers.
“Hulu has a higher churn rate than Amazon, but its NPS is much stronger than Amazon’s,” said Ruby-Ren Bond, a Parks Associates Research Analyst. “That indicates the retail side of Amazon’s Prime service is likely a strong factor than the video service in retaining is subscribers.”
Parks Associates’ OTT Video Market Tracker provides industry research data and analysis of competing players’ strengths and weaknesses in the space. The service includes an exhaustive analysis of market trends and profiles of the nearly 100 OTT video service providers in the U.S. and Canada, such as Netflix, HBO, YouTube, and Amazon, with updated deliverables throughout the year.