Parks Associates: Only 33% of cord cutters plan to use paid OTT services as a pay-TV substitute

DALLAS, Oct. 25, 2018 /PRNewswire/ -- Video OTT and pay-TV research from Parks Associates shows that consumer perception of a poor value proposition in pay TV remains the top trigger for changing, downgrading, or cancelling services. Among households that have made pay-TV changes in past 12 months, one-third of cord cutters and 10% of switchers or cord shavers plan to use paid OTT services as a substitute or alternative for pay TV. The research firm will discuss the future landscape of OTT, pay TV, and digital media and strategies to enhance the viewer value proposition at its inaugural Future of Video: OTT, Pay TV, and Digital Media conference, December 10-12, in Marina del Rey, California.

"The primary driver for pay-TV cancellation and downgrades continues to revolve around pricing and perceived value. While some consumers consciously plan to use OTT video services to address the absence of pay-TV content, most consider each offering on its own merits," said Brett Sappington, Senior Director, Research, Parks Associates. "The deeper issue is in the influence that OTT video services have on what consumers consider to be a 'good' value. When video services with good quality are available for under $15, it forces operators to justify an $80 pay-TV bill."

Keynotes:

    --  Julie DeTraglia, VP, Head of Research, Hulu
    --  John Penney, EVP, Consumer Business Development & Strategic
        Partnerships, 20th Century Fox

Speakers include:

    --  Arun Bhikshesvaran, CMO, MediaKind
    --  Chris Carey, Chief Revenue Officer, Head, Business Development &
        Strategy, Verizon Digital Media Services
    --  Ryan Curry, Head, Tech and Innovation, Combs Enterprises
    --  Mrugesh Desai, Head, Solutions Engineering, Accedo
    --  Alex Drosin, Chief Commercial Officer, Massive
    --  Joel Fineman, Director, Publisher Development, Premion, a division of
        TEGNA
    --  Kristen Finney, EVP, EMEA TVD, Fox
    --  Anil Jain, EVP, Strategic Alliances, Brightcove
    --  Virginia Juliano, CEO & Founder, CobbleCord
    --  Jennifer Koester, Director, Telco and Video Distribution Partnerships,
        Google
    --  Liz Moothart, Senior Director, Marketing, Ellation
    --  Colleen Moraghan, SVP, Data Solutions, 605
    --  Tom Munro, CEO, Verimatrix
    --  Nandhu Nandhakumar, SVP, Office of the CTO, LG Electronics / LG
        Technology Center of America
    --  Barry Nolan, CMO, SWRVE
    --  Colin Petrie-Norris, CEO, XUMO
    --  Jen Prenner, GM, Amazon Fire TV, Amazon
    --  Dan Reich, SVP, Multiplatform Product Strategy & Development, Viacom
        International
    --  Victoria Ruff, Director, Sales & Partner Solutions, BrightLine
    --  Paul Stathacopoulos, VP, Strategy & Execution, TiVo Corporation
    --  Stephen Strong, VP, Strategic Partnerships, Newsy
    --  Benjamin Vallat, VP, Business Development and Strategic Partnerships,
        Twitch
    --  Mitch Weinraub, Director - Advanced Video Products, Dish / AirTV
    --  Don Wilcox, VP, Multiplatform Marketing & Content, PBS

Future of Video provides insights on viewer behaviors and preferences and the challenges for the video industry in meeting the expectations of today's connected consumers. Sessions highlight in-depth consumer and industry research on OTT services, value of content, technology innovations, and best strategies for building successful video services.

Sponsors include MediaKind, TiVo, Massive, and Premion.

To schedule an interview with an analyst or to request specific data, contact Julia Homier at julia.homier@parksassociates.com, 972-996-0214.

About Future of Video: OTT, Pay TV, and Digital Media

Future of Video: OTT, Pay TV, and Digital Media features new consumer research and insights on the changing video and digital media markets. For over twenty years, Parks Associates has been studying the connected CE and video industries, tracking the rise of OTT services, growth rates for broadband video services, device ownership, and consumer perceptions and adoption of new video services.
www.fov2018.com

Media Contact:
Julia Homier
Parks Associates
972-996-0214
203859@email4pr.com

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SOURCE Parks Associates