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Parks Associates: 30% of Netflix Subscribers in Premium Service Tier

DALLAS(19 Jul 2018)

New Parks Associates OTT video research reports that 30% of Netflix subscribers are in the premium service tier, up from the 21% in late 2017. At the same time, uptake of Netflix's basic tier has fallen from 35% to 27%. These shifts come despite Netflix's price increase to its premium tier in October 2017. The research firm will examine new consumer behaviors and their implications for video and OTT services at the Future of Video: OTT, Pay TV, and Digital Media December 10-12 at the Marina del Rey Marriott in California.

"This shift reflects trends that we are seeing across the industry, beyond Netflix," said Brett Sappington, Senior Director, Research, Parks Associates. "Netflix's basic tier is limited to one screen and SD quality, while the premium tier offers viewing on up to four screens and access to Ultra HD content. Many OTT-subscribing households have multiple people who want to watch similar content at the same time. Rather than competing for access, consumers are willing to pay extra for the convenience of multiple streams. At the same time, consumers want to watch on TVs, making HD viewing a must. Demand for Ultra HD TV is small but increasing."

At Future of Video: OTT, Pay TV, and Digital Media, industry leaders will share insights on new trends in the video and connected entertainment industries.

"The landscape for digital entertainment has changed rapidly with the emergence of OTT services and the pressure on traditional players to respond," Sappington said. "Future of Video will examine changes to the service provider business model and dig deep into changing consumer habits for insights into the best strategies to build new services for today's video consumer."

About Parks Associates
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services.