tv everywhere1804v3_news 19/04/2016 11:22 Page 6
Netflix leads US OTT market
he latest OTT data
from research and
consultancy firm
Parks Associates indicate
that at the end of 2015,
approximately 20% of US
broadband households had
cancelled at least one OTT
video service in the past 12
months. In Q2 2015, 18% had
done so.
Netflix is still the OTT leader
in the US, with 52% of all US
broadband households
subscribing to the service at the
end of 2015. Netflix also had the
lowest churn rate as a percentage
of its total subscriber base. In the
past 12 months, 5% of US
broadband households cancelled
their Netflix account, including
those who cancelled at the end of
the trial period. That figure
represents 9% of the company’s
current subscriber base.
Five per cent of US broadband
households indicated that they
had unsubscribed from Amazon’s
Prime Video service in 2015, a
figure that represents 19% of
those who claim to be current
subscribers to Amazon Prime
Video. Seven per cent of US
broadband households cancelled
a Hulu subscription in 2015,
T
Ooyala launches
‘bar-raising’ video
player
Premium video publishing,
analytics and monetisation
specialist Ooyala has
released an all-new HTML5
video player built for fast,
consistent performance
across desktop and mobile
devices. It says the new
Player enables a high level
of customisation for
delivering tailored viewing
experiences and integrates
with all major video
advertising and analytics
services. It comes preintegrated with Ooyala
IQ, the company’s own
award-winning analytics
solution for
12 TV Everywhere
representing approximately half
of Hulu’s current subscriber base.
Research from Parks
Associates’ OTT Video Market
Tracker shows:
l 5% of US broadband
households cancelled Netflix
in 2015, up from 4% of
households reporting in Q2
2015 that
they
cancelled the
service in the
past 12
months.
l 14% of US
broadband
households
subscribe to
Hulu, and 7%
of US
broadband
households
cancelled the service in 2015,
roughly the same churn rate
from Q2 2015.
l 24% of US broadband
households report having a
subscription to Amazon Prime.
The churn rate for Amazon’s
video service declined slightly
from Q2 2015 to the end of the
year.
There were 101 OTT video
services available in the US
understanding player
performance and user
engagement metrics at a
granular level.
Suggesting that it is
raising the bar for
performance, the new Ooyala
Player is built with a
lightweight framework for
fast, consistent load times for
premium live and on-demand
video across all screens. As a
market as of March 2016. Only
5% of US broadband households
have a subscription to one or
more of the 98 options beyond
Netflix, Amazon, and Hulu. This
list includes CBS All Access, Sling
TV, HBO Now, and Crunchyroll.
Three percent of US broadband
households cancelled a
subscription to
an OTT video
service other
than one of the
top three in the
last 12 months.
“Several
factors
contribute to
OTT video
service churn by
consumers,”
advised Brett
Sappington,
senior director of research, Parks
consumers will unsubscribe once
they’ve watched these popular
items. Ongoing perceived value,
in the long run, is the biggest
driver to churn. Services have to
continue to provide users with
validation of value and a reason
to return. Otherwise, consumers
will discontinue services to save
money or because they feel that
the subscription is not worth the
cost.”
Parks Associates’ OTT Video
Market Tracker shows 33 new
OTT services entering the US
market in 2015. Among all US
broadband households, 64% of
US broadband households