Thursday, October 25, 2018

Only 33% of cord cutters plan to use paid OTT services as a pay-TV substitute

Amazon, Dish, PBS, TiVo, and more to speak at Parks Associates’ inaugural conference on OTT, pay TV, and digital media  

Video OTT and pay-TV research from Parks Associates shows that consumer perception of a poor value proposition in pay TV remains the top trigger for changing, downgrading, or cancelling services. Among households that have made pay-TV changes in past 12 months, one-third of cord cutters and 10% of switchers or cord shavers plan to use paid OTT services as a substitute or alternative for pay TV. The research firm will discuss the future landscape of OTT, pay TV, and digital media and strategies to enhance the viewer value proposition at its inaugural Future of Video: OTT, Pay TV, and Digital Media conference, December 10-12, in Marina del Rey, California.

“The primary driver for pay-TV cancellation and downgrades continues to revolve around pricing and perceived value. While some consumers consciously plan to use OTT video services to address the absence of pay-TV content, most consider each offering on its own merits,” said Brett Sappington, Senior Director, Research, Parks Associates. “The deeper issue is in the influence that OTT video services have on what consumers consider to be a ‘good’ value. When video services with good quality are available for under $15, it forces operators to justify an $80 pay-TV bill.”

Influence of Internet Video Services on Decision to Make a Pay-TV Change | Parks Associates

2018 Speakers


Hulu executive keynote - Future of Video conference

Julie DeTraglia
VP, Head of Research

Future of Video Keynote

Sarah Lyons
VP of OTT Media Products

Future of Video Keynote

John Penney
EVP, Consumer Business Development & Strategic Partnerships
20th Century Fox



Gabe Berger, CEO, ThinkAnalytics

Greg Berkin, Managing Director, Concours Ventures

Arun Bhikshesvaran, Chief Marketing Officer, MediaKind

Chris Carey, Chief Revenue Officer, Head of Business Development & Strategy, Verizon Digital Media Services

Perrin Chiles, Co-Founder, CEO, Adaptive Studios

Jon Cody, CEO/Founder, TV4 Entertainment

Ryan Curry, Head of Tech and Innovation, Combs Enterprises

Mrugesh Desai, Head of Solutions Engineering, Accedo

Alex Drosin, Chief Commercial Officer, Massive

Scott Ehrlich, Vice President, Emerging Platform Content, Sinclair Broadcast Group

Joel Fineman, Director, Publisher Development, Premion, a division of TEGNA

Kristen Finney, EVP, EMEA TVD, Fox

Scott Hancock, VP Marketing, Plex

Chad Harris, SVP New Media & Innovation, Crown Media Family Networks

Dan Hurwitz, Chief Revenue Officer, Penthera

Anil Jain, EVP of Strategic Alliances, Brightcove

Virginia Juliano, CEO & Founder, CobbleCord

Belsasar Lepe, Founder & CTO, Ooyala

Bruce Littman, Executive Vice President, Content Distribution, One America News Network / AWE (A Wealth of Entertainment)

Kamran Lotfi, Director of Product Management, Video, Gracenote

Michael McCluskey, VP, Product Management, Espial

Liz Moothart, Senior Director of Marketing, Ellation

Colleen Moraghan, Senior Vice President, Data Solutions, 605

Tom Munro, CEO, Verimatrix

Allison Metcalfe, General Manager, LiveRamp TV, LiveRamp

Nandhu Nandhakumar, Ph.D., SVP, Office of the CTO, LG Electronics / LG Technology Center of America

Barry Nolan, CMO, Swrve

Erick Opeka, President, Cinedigm Networks, Cinedigm

Colin Petrie-Norris, Chief Executive Officer, XUMO

Jen Prenner, GM, Amazon Fire TV, Amazon

Dan Reich, Senior Vice President, Multiplatform Product Strategy & Development, Viacom International

Marty Roberts, CEO, Wicket Labs

Jonathan Ruff, Senior Director of Technical & Product Marketing, ARRIS

Andrew Runyon, Vice President, Client Partner, Merkle

Steven Schachter, VP of Business Development and Distribution, Cannella Response Television

Gary Schanman, SVP, Video Products, Charter

Jeff Shulz, Chief Business Officer, Pluto TV

Anthony Smith-Chaigneau, Sr. Director Product Marketing, NAGRA

Paul Stathacopoulos, VP, Strategy & Execution, TiVo Corporation

Clint Stinchcomb, President & CEO, CuriosityStream

Stephen Strong, VP, Strategic Partnerships, Newsy

Benjamin Vallat, Vice President, Business Development and Strategic Partnerships, Twitch

Ravi Viswanathan, Strategic Partnerships Lead of Telco and Video Distribution, Google

Mitch Weinraub, Director - Advanced Video Products, Dish / AirTV

Don Wilcox, Vice President, Multiplatform Marketing & Content, PBS

Viviana Zarragoitia, Vice President, Three Point Capital

Oded Ben Zur, Senior Director of Product and Technical Marketing, Kaltura


Kristen Hanich, Research Analyst, Parks Associates

Craig Leslie, Senior Analyst, Parks Associates

Billy Nayden, Research Analyst, Parks Associates

Brett Sappington, Senior Director of Research, Parks Associates

Hunter Sappington, Research Analyst, Parks Associates

Future of Video will provide insights on viewer behaviors and preferences and the challenges for the video industry in meeting the expectations of today’s connected consumers. Sessions will highlight in-depth consumer and industry research on OTT services, the value of content, technology innovations, and best strategies for building successful video services.

Sponsors for Future of Video include MediaKind, TiVo, Massive, and Premion.

For information, visit To schedule an interview with an analyst or to request specific data, contact Julia Homier at, 972-996-0214.

About Future of Video: OTT, Pay TV, and Digital Media

Parks Associates’ inaugural entertainment event Future of Video: OTT, Pay TV, and Digital Media features new consumer research and insights on the changing video and digital media markets. For over twenty years, Parks Associates has been studying the connected CE and video industries, tracking the rise of OTT services, growth rates for broadband video services, device ownership, and consumer perceptions and adoption of new video services.

The inaugural Future of Video takes place December 10-12 at the Marina del Rey Marriott in Marina del Rey, California. For more information, visit

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