A final key piece of understanding the effectiveness of engagement efforts is through customer insights into their user experience.
Parks Associates monitors the UX of different types of OTT customers.
When comparing across video customer groups, differences in user experience are most pronounced among those who subscribe to virtual multichannel video programming distributors (vMVPDs) or online pay-TV services that offer bundles of live channels.
Among ad-supported OTT service users, a willingness to watch advertising and the lack of cost drive the user experience. For transactional OTT users that rent or purchase single TV and movie titles, co-viewing the video content with others and shopping various services to find the best value are key aspects of that user experience.
User Experience by Video Service Type US Broadband Households Subscribing to Speci ed Video Services
OTT Subscribers
vMVPD Subscribers
US BB HHs
Traditional Pay-TV Subscribers
70%
vMVPD subscribers have relatively short-lived subscriptions and sign on to watch a speci c content piece.
60%
50%
40%
30%
20%
10%
0%
I never subscribe to an online
I never subscribe to a service with plans to cancel after a short time
I often subscribe to an online service just to watch a speci c program
When I cancel an online service, I choose a di erent service to use instead
I have re-subscribed to multiple online services
I have cancelled my subscription to multiple online services
service on an impulse
© Parks Associates
Content is crucial to driving the user experience, and vMVPD subscribers will switch to another similar service or cancel that type of service altogether if the content offering does not meet their expectations.
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