New data from Parks Associates indicates that 55 percent of pay-TV homes in the U.S. rank live sports as a key reason for retaining their pay-TV service.
“The churn rate for pay-TV services continues to trend significantly lower than the rate for OTT services,” said Steve Nason, research director at Parks Associates. “This is fortunate given the lack of live sports in the early stages of the COVID-19 pandemic. Over the past year, churn rates for OTT and vMVPD services both declined as consumers turn more and more to online video sources for their entertainment.”
Per the survey, 55 percent of respondents ranked live sports as “very important” or “important” in the value perception of pay-TV services.