Analysis

The churn rate among OTT services in the U.S. rose from 35 percent in Q1 2019 to 41 percent in Q1 2020, according to Parks Associates.

New data from Strategy Analytics indicates that the surge in SVOD numbers seen at the onset of the COVID-19 pandemic in the U.S. was not sustained once stay-at-home measures eased.

Between April 2019 and April 2020, the number of OTT homes in the U.S. rose by 5.2 million, according to Comscore's 2020 State of OTT report.

SVOD platforms have benefited from customers taking up new services during the COVID-19 pandemic, but churn rates have also accelerated, according to Deloitte.

New research from Parks Associates has found that 76 percent of U.S. broadband households subscribed to an OTT video service in Q1 2020, while the churn rate for streaming services was 41 percent.

Just six months since its launch, Disney+ has made it into the top five SVOD services in the U.S. with take-up in 25 percent of U.S. broadband homes, according to Parks Associates.

More than 50 percent of adults in U.S. homes say they are watching more TV during the COVID-19 pandemic, according to a new survey by Leichtman Research Group.

Just as SVOD operators are seeing increased usage during COVID-19 stay-at-home measures, U.S. cable platforms are reporting gains in on-demand viewership, according to The Diffusion Group (TDG).

The top ten U.S. pay-TV providers shed 2.33 million customers in the first quarter of this year, bringing their combined base down to 75 million, per the informitv Multiscreen Index.

A survey by Parks Associates has found that 76 percent of U.S. broadband homes subscribe to an OTT service, reflecting a gain of 6 million households since Q1 2019.