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​OTT usage linked to churn tendency

Blog post   •   May 03, 2016 07:41 GMT

New report from The Diffusion Group finds strong correlation between proclivity to downgrade legacy pay-TV services and use of OTT TV

According to new research from The Diffusion Group, those likely to downgrade their pay-TV service in the next six months are more dependent than others on over-the-top (OTT) streaming services like Netflix and Hulu

Research from The Diffusion Group suggests that those likely to downgrade their pay-TV service in the next six months are more dependent than others on over-the-top (OTT) streaming services such as Netflix and Hulu.

According to the business intelligence firm, among those moderately or highly likely to downgrade their pay-TV service in the next six months, 29 per cent of their TV time is spent watching streaming sources, significantly more than those neutral or unlikely to downgrade. The use of OTT TV increases in line with the proclivity to downgrade.

Michael Greeson, TDG Director of Research, commented: The variety, reach, and personalization of OTT TV services continues to grow. While not yet a mainstream replacement threat, OTT TV is most certainly a key factor in downgrade considerations.

Source: TDG Research  

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