Engagement Once OTT providers acquire and onboard customers to their service, the next challenge that lies ahead is to continually engage them to preserve the provider-customer relationship. Parks Associates monitors a variety of key metrics that measure the ongoing customer engagement with OTT video services including service satisfaction, Net Promoter Scores (NPS), and key aspects of the user experience.
Research from Q1 2020 shows that the vast majority of video consumers are satisfied with the services they subscribe to and use regardless if they are subscription-based, ad-supported, transactional-based, or a hybrid.
SatisfactionWith OTT Services US Broadband Households Subscribing to Speci ed OTT Service
Satis ed (Rating 5)
Extremely Satis ed (Rating 6-7)
Net ix
Disney+
Hulu
Amazon Prime Video
Apple TV+
Tubi TV
Pluto TV
0%
10%
20% 30%
40% 50%
60%
70%
80%
© Parks Associates 100% 90%
Subscription-based services such as Netflix and Disney+ see higher satisfaction levels than some of their non- subscription counterparts. Consumers have a deeper and longer-lasting relationship with subscription services, driven primarily by the monthly or annual financial investment they have with these service providers. If customers find enough value in the service offering across a variety of aspects to justify their investment, they are more likely to be satisfied with it. If they were not satisfied, they would simply cancel the service.
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