How OTT Users Choose Subscription Services
Learn more about SVOD at Streaming Media East.
Read the complete transcript of this clip:
Jeanne Sachs: We do research regularly, pretty much globally around user frustrations, viewing challenges, and user behavior. And this was a study that we did in 2021. It was actually a U.S.-Based study around streaming frustrations, and with so many streaming services available, what factors really are important to the end user when they're deciding to use one service versus another?
The stats are really interesting. Obviously, people really want it to be easy to use, big surprise there. People really care about buffering. This is something that is a big issue at Panthera. We are focused on this challenge as an organization. People say they want their videos to play seamlessly without buffering. That's 41%. They want it to be affordable. They want services, tech shows, and movies. That's 39%. Obviously, it's surprising that only 34% care that if they have a mobile app. They want discovery to be easy, and they want to be able to download their videos. So those are the stats around the factors that our research in the U.S. tells us are important to people when they're talking about what services they're going to subscribe to.
The past 18 months have seen no shortage of mergers and acquisitions, and it has me wondering if all this consolidation will lead toward innovation. My gut says no, and plenty of industry pundits agree, but it could bring improvements to the customer experience.
Parks Associates president Elizabeth Parks discusses recent survey data on OTT market segments and explains how, in the current fragmented OTT services market, OTT service providers need to adopt a new mindset for retaining subscribers and reducing churn, in this clip from her presentation at Streaming Media West Connect 2021.
Struum's Paul Pastor discusses the rise of app-hopping in OTT consumer behavior--even as concentration in the market around the major services increases--and the role Struum aims to play in OTT discovery and recommendation for longtail content in this clip from a panel at Streaming Media West 2021.
Amagi SVP Mike Woods identifies the "Three Horsemen of the Streaming Apocalypse" and what they reveal about the future of the streaming industry in this clip from a panel at Streaming Media West Connect 2021.