Churn and Retention in Pay TV

The decline in subscribers for traditional pay TV has intensified operator focus on minimizing subscriber churn. This study examines the current state of churn among pay-TV providers, with a specific look at cord cutting, cord nevers, the impact of new OTT video services and skinny bundles, triggers to churn, and effective retention tools.
 

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Executive Summary

Industry Insight

Key Findings and Market Impact

Service Uptake

Pay-TV Service Subscriptions (2011 - 2018)

Pay-TV Service by Type (2017 - 2018)

Pay-TV Service Operator (2016 - 2018)

U.S. Pay-TV Market Share (2016 - 2018)

Home Service Subscription (2012 - 2018)

Top 5 Home Service Subscription Bundles Including TV Services (Q1/18)

Net Promoter Score: Pay-TV Service Operators (Q1/18)

Changes to Pay TV Package

Recent Changes Made to Pay-TV Service (Q1/18)

ARPU for Standalone Pay-TV Service by Segment (Q1/18)

ARPU for Home Services: Pay-TV Switchers vs. Pay-TV Subscribers (Q1/18)

Pay-TV Switchers by Home and Mobile Services (Q1/18)

Pay-TV Switching by OTT Service Subscription (Q1/18)

TV Service Switching by Premium Channel Service Subscription (Q1/18)

Pay TV Provider Switching by Subscription to Specific OTT Service (Q1/18)

TV Service Switching by Pay-TV Service Providers (Q1/18)

TV Service Switching by OTT Service Subscription Cancellation (Q1/18)

TV Service Switching by Smart Home Device Ownership (Q1/18)

Net Promoter Score: Pay-TV Subscribers vs. TV service switchers (Q1/18)

Pay-TV Switching by Demographics (Q1/18)

Tradeoff between Pay TV and OTT Video Services

Service Most Wanted to be Retained (Q1/18)

Basic Pay-TV Service as Most Wanted Entertainment Service by Age (Q1/18)

Basic Pay TV as Most Wanted Entertainment Service by Demographic (Q1/18)

Previous Subscribers

Cord Cutters, Cord Shavers, and Cord Nevers (2015 - 2018)

Previous Pay-TV Service Period (2010 - 2018)

Previous Pay-TV Service Period by Age (Q1/18)

Likelihood of Subscribing to a Pay-TV Service (2015 - 2017)

Likelihood of Subscribing to a Virtual MVPD Service by Age (Q1/18)

Pay-TV Subscription Preference (Q3/17)

Pay-TV Subscription Preference by Age (Q3/17)

Previous Provider of Pay-TV Service (Q3/17)

Motivators/Triggers

Factors Influencing Decision to Make a Pay-TV Change (Q3/17)

Factors Influencing Decision to Make a Pay-TV Change by Age (Q3/17)

Factors Influencing Selection of a New Pay-TV Service Provider (Q3/17)

Factors Influencing Selection of a New Pay-TV Service Provider by Age (Q3/17)

Influence of Internet Video Services on Decision to Make a Pay-TV Change (Q3/17)

Influence of Internet Video Services on Decision to Make a Pay-TV Change by Age (Q3/17)

Influence of OTT Video Services on Decision to Make a Pay-TV Change by Current Subscriber Status (Q3/17)

Retention Options

Offers to Prevent Cancelation (2016 - 2017)

The Effect of Offers to Prevent Cancelation by HHs with/without Children at Home (Q3/17)

The Effect of Offers to Prevent Cancelation by Household Size (Q3/17)

Offers to Prevent Cancelation by Hispanic/Latino American Households (Q3/17)

Offers to Prevent Cancellation by Spanish Spoken Daily in the Home (Q3/17)

Publish Date: 4Q 2018

Slides: 63


Authored By:
Brett Sappington - Senior Director of Research
Craig Leslie - Senior Analyst
Katherine Li - Data Analyst
Yilan Jiang - Director

Published by Parks Associates
© October 2018

All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.

Printed in the United States of America.

Disclaimer
Parks Associates has made every reasonable effort to ensure that all information in this report is correct. We assume no responsibility for any inadvertent errors.
 

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