While OTT services and other digital media and entertainment companies have a very difficult time during this exceptional time in retaining their customers, they do have some potential tools at their disposal. Subscription holds, pricing flexibility, upgrades, and an optimal customer support experience are just some of alternatives services can use in their retention efforts.
Drivers to Retain OTT Service Subscribers US Broadband Households Cancelling Online Video Services
Ability to put my subscription on hold Lower price for a service with fewer programs Guarantee to hold my original subscription price Free upgrade to a higher service tier Better customer support A $1 per month discount Ability to use the service on more devices at same time Ability to o er trials to friends and family Family plan that allows access to service outside my HH
0%
© Parks Associates 25%
OTT services and other digital media and entertainment companies have to innovate in order to effectively and efficiently retain their customers. New ways of thinking both operationally and strategically, with the help from AI and machine learning-assisted smart data solutions, will increase the likelihood that providers can better acquire, engage, and retain customers as they face unprecedented market forces.
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