Parks Associates: Free Trials Influence Over Half of OTT Video Service Subscriptions

Future of Video features AT&T VP as Keynote

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Aug 15, 2019, 07:52 ET

DALLAS, Aug. 15, 2019 /PRNewswire/ -- New Parks Associates research finds that over 50% of US broadband households that subscribed to an OTT video service within the past year indicate that the service trial played a key role in their subscription decision. Parks Associates will host its second annual Future of Video: OTT, Pay TV, and Digital Media, taking place December 9-11 at the Marina del Rey Marriott in Marina del Rey, California, to examine the factors influencing consumer decisions in their video subscriptions and consumption. The firm announced Tim Gibson, VP Video & Application Marketing, AT&T, as the first confirmed keynote for the event.

Parks Associates: Reasons for Subscribing to Subscription OTT Service

"US viewers have an abundance of options for video entertainment. In addition to traditional pay-TV services, more than 270 OTT services are vying for consumers' attention. Competitors include virtual MVPDs such as Sling TV and Hulu+Live TV, ad-based services such as Pluto TV and Crackle, SVODs including Netflix, and TVODs such as Amazon Prime," said Brett Sappington, Senior Research Director and Principal Analyst, Parks Associates. "The consumer's selection and purchasing journey, including trialing and selecting their video service, is multifaceted and varies among consumer groups. At Future of Video, we will explore the service, content, and bundling innovations that enhance the viewer's video entertainment experience and the challenges that the industry will face as it moves to the future."

Parks Associates will host Future of Video with leaders in the entertainment industry, including content creators, distributors, and technology providers for television, film, and streaming media. Early event sponsors include Massive, Caavo, Penthera, and Premion.

Topics:

Future role of broadcast TV
Path ahead for pay TV
Changing environment for content licensing
Growing success: TV networks and direct-to-consumer services
Impact of OTT's original content wars
How the pay TV experience is evolving in an online world
Winning back subscribers: Coping with churn in OTT
Opportunities and challenges for small OTT video services
Data and decision making in video services
Making money in ad-supported video services
Reaching consumers: Sales and marketing for video services
Offering kid-oriented video services and content
The impact of connected devices on the video experience
Connected devices as aggregation platforms
Evolutions in ad technology
New approaches to piracy and password sharing

Advisory Board:

Rob Caruso, VP, Device Partnerships, Netflix
Matt Clark, Director, Business Development, Amazon Fire TV, Amazon
Jim Denney, VP, Product Management, Hulu
Mary Kay Evans, CMO, Verizon Digital Media Services
Tim Gibson, VP Video & Application Marketing, AT&T
Rob Gelick, EVP & GM, CBS Digital Entertainment, CBS Interactive
Thomas Hughes, EVP, Lionsgate
Larry Johnson, Global Director, Media & Entertainment, Oracle
Colleen Moraghan, SVP, Data Solutions, 605
Erick Opeka, President, Cinedigm Digital Networks
Dan Reich, SVP, Multiplatform Product Strategy & Development, Viacom International
Gary Schanman, SVP, Video Products, Charter
Matt Smith, Executive Director, Business Development & Strategy, Comcast Technology Solutions
Elana Sofko, COO, Chicken Soup for the Soul Entertainment
Paul Stathacopoulos, VP, Corporate Strategy, TiVo
Blake Stuchin, VP, Digital Media Business Development, NFL

Future of Video will explore the evolution of business models, shifting consumer attitudes regarding video services, and new strategies to impact retention and consumer perceptions. Parks Associates is accepting submissions to speak. To request data or an interview, contact [email protected].

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

Future of Video examines consumer research and key industry topics impacting digital entertainment, OTT video, and online streaming services, with new consumer research and insights on these changing markets. www.futureofvideo.us

Contact:
Sherrelle Lewis
Parks Associates
972-996-0214
[email protected]

SOURCE Parks Associates