A recent consumer survey by Omdia (free with registration) found that in the USA, the percentage of users that permanently cancelled at least one online video subscription within the previous 12 months has nearly doubled over the past three years, from 18% in November 2018 to 34% in April 2022. At the same time, the number of viewers resubscribing to OTT services has increased over the period from 6.5% to 15.6%.
Overall, Omdia estimates that the monthly subscription revenue at stake for online video providers in the US alone could soon pass $1 billion.
We explored this issue – Subscribe-Churn-Resubscribe behaviours – at this week’s OTT Question Time (Thursday 14th July).
Together with Julie Mitchelmore, VP Digital at A&E Networks, Max Signorelli, Senior Media & Entertainment Analyst at Omdia, and Tom Williams, CEO of Ostmodern, we discussed:
- Why more viewers are churning from, and resubscribing to, OTT services
- What makes consumers churn – and why they resubscribe
- Content offerings from the major streaming services
- The role of UI / UX in retaining and renewing subscribers
- And the opportunity for aggregators and other third-parties to help reduce churn and renew subscriptions
Watch the video below!
I've been working in online video since 2005 and have held senior roles at NBC Universal, ITN and Virgin Media. I've also completed VOD projects for the BBC, Netflix, Sony Pictures and a host of broadcasters and service-providers all over the world. Catch me on our weekly debate show, OTT Question Time, or drop me a line on LinkedIn.