--- title: Churn and Retention in Video Streaming Services description: Parks Associates hosted the fourth in their Future of Video series, focusing on retention and churn in Over The Top (OTT) data, in addition to decision-making in video streaming services. Conversations centered around the data that drives content, the usability of platforms, and trends that are being seen in the OTT market. image: https://insights.weareeverise.com/hubfs/pexels-jeshootscom-1040160.jpg --- [![Everise Logo](https://insights.weareeverise.com/hubfs/Logos/Everise%20Logo%20color%20(1).png)](https://weareeverise.com/) - Who we are Who we are Learn more about Everise and the people behind our work. [About Everise Get to know our story, values, and what sets us apart.](https://weareeverise.com/about-us/) [Our Leadership Meet the leaders guiding Everise forward.](https://weareeverise.com/about-us/leadership/) [Global Presence Explore where we operate and how we support clients worldwide.](https://weareeverise.com/our-global-presence/) - Our Solutions Our Solutions Our suite of services and tech to power better outcomes. [Customer Experience Management End-to-end CX support designed for regulated industries.](https://weareeverise.com/services/customer-experience-management/) [EverAI & Tech Solutions AI and technology that elevate customer and agent experiences.](https://www.everailabs.com/) [Digital CX and Transformation Modernize journeys, channels, and operations at scale.](https://weareeverise.com/services/digital-cx-and-transformation/) [Managed Services Reliable delivery and operational excellence, end-to-end.](https://weareeverise.com/services/managed-services/) - Who We Serve Who We Serve Industries we support with compliance-first CX delivery. [Healthcare Support patients, members, and providers across the journey.](https://weareeverise.com/industries/healthcare/) [Insurance Deliver seamless service from onboarding to claims support.](https://weareeverise.com/industries/insurance/) [Utilities Improve engagement and efficiency with always-on support.](https://weareeverise.com/industries/utilities/) [Travel & Hospitality Elevate guest experiences and scale during peak demand.](https://weareeverise.com/industries/travel-hospitality/) - [Careers](https://weareeverise.com/work-for-us/) - [Contact Us](https://weareeverise.com/contact-us/) [Home](https://weareeverise.com/) > [Insights](https://weareeverise.com/insights/) > Churn and Retention in Video Streaming Services **3 min read** # **Churn and Retention in Video Streaming Services** [Customer Experience](https://insights.weareeverise.com/tag/Customer-Experience) [Events](https://insights.weareeverise.com/tag/Events) [Digital Media & OTT](https://insights.weareeverise.com/tag/Digital-Media-%26-OTT)    |    By Everise    |    Jun 11, 2021 ![](https://insights.weareeverise.com/hubfs/pexels-jeshootscom-1040160.jpg) Parks Associates hosted the fourth in their Future of Video series, focusing on retention and churn in Over The Top (OTT) data, in addition to decision-making in video streaming services. Conversations centered around the data that drives content, the usability of platforms, and trends that are being seen in the OTT market. When speaking of the OTT landscape, Elizabeth Parks astutely observed that “it’s like the wild wild west of business models right now,” with change, innovation, and new streaming territory being the norm. In this ‘wild west’, Netflix continues to dominate. This partly has to do with their being OTT pioneers, blazing the trail, and creating customer loyalty through curation content, impressive original content, and a famously user-friendly platform. ![Screen Shot 2021-06-10 at 11.46.59 AM](https://insights.weareeverise.com/hs-fs/hubfs/Screen%20Shot%202021-06-10%20at%2011.46.59%20AM.png?width=852&name=Screen%20Shot%202021-06-10%20at%2011.46.59%20AM.png) But pioneer status brings with it no lack of challenges, and Netflix has endured its share. One of these is the loss, in 2020, of the mega-hit series ‘The Office’, which ended its contract with Netflix and moved to Peacock. This, however, did not heavily impact their subscriber numbers, as the graph shows below. ![statistic_id1035529_netflix_-consumers-who-would-cancel-if-popular-content-was-removed-in-the-us-2019](https://insights.weareeverise.com/hs-fs/hubfs/statistic_id1035529_netflix_-consumers-who-would-cancel-if-popular-content-was-removed-in-the-us-2019.png?width=1000&name=statistic_id1035529_netflix_-consumers-who-would-cancel-if-popular-content-was-removed-in-the-us-2019.png) This is, in part, due to the useability of the Netflix platform. “If content is King, then the queen is [product experience](https://weareeverise.com/solutions/product-experience/),” Karsin Kron, Sales Director of NPAW stated in the panel discussion on data and decision making in video services. This is one of the reasons why people stay loyal to a streaming service. In this session, features such as personalization, algorithms, searching capabilities, and engagement were all mentioned as customer retention factors. This led the discussion to the topic of bundling. ![Screen Shot 2021-06-10 at 11.16.02 AM](https://insights.weareeverise.com/hs-fs/hubfs/Screen%20Shot%202021-06-10%20at%2011.16.02%20AM.png?width=668&name=Screen%20Shot%202021-06-10%20at%2011.16.02%20AM.png) Not only does bundling allow for ease of search through multiple platforms and a wider content net, but there are also cost savings. Traditionally, OTT services were thought of as cheaper alternatives to traditional cable. Now, with so many options and content spread across platforms, that cost is leveling out. Gabriel Berber, CEO of ThinkAnalytics shared that according to a US Department of Labor 2020 report, “the average annual expenditure on renting, streaming, and downloading video per consumer unit in the United States reached $64.83 U.S. dollars in 2019, nearly triple the figure recorded for 2015.” ![Screen Shot 2021-06-10 at 11.18.31 AM](https://insights.weareeverise.com/hs-fs/hubfs/Screen%20Shot%202021-06-10%20at%2011.18.31%20AM.png?width=851&name=Screen%20Shot%202021-06-10%20at%2011.18.31%20AM.png) We have seen Hulu take a strong lead in offering bundled services. Beyond the cost benefits, combining these services offers an opportunity for cross-platform synergy Another solution for keeping costs low with streaming services is offering a tiered program. Peacock utilizes that strategy with three offerings; taking the clever approach of incentivizing upgraded service levels by spreading the seasons of popular offerings – The Office being a prime example – across tiers. ![Screen Shot 2021-06-10 at 11.18.15 AM](https://insights.weareeverise.com/hs-fs/hubfs/Screen%20Shot%202021-06-10%20at%2011.18.15%20AM.png?width=853&name=Screen%20Shot%202021-06-10%20at%2011.18.15%20AM.png) If content is king and product experience his queen, the importance of safeguarding that experience is clear. Everise has deep product experience support expertise, solving hardware and account management problems for tens of millions of streaming video subscribers throughout the US. [Contact us](https://weareeverise.com/contact-us/) to learn more about how we can leverage the advantages of our strategic geographic locations and proprietary AI-powered automation to save clients up to 65% on the cost of subscriber support. Related Insights: - [Customer Acquisition Strategies for Video Streaming Brands](https://insights.weareeverise.com/parks-associates-the-future-of-video-ott-pay-tv-and-digital-media) - [Everise PX Solves the Connected Device Support Conundrum](https://insights.weareeverise.com/everise-px-solves-the-connected-device-support-conundrum-faced-by-startups) - ## [Closing the Usability Gap on Digital Media Interfaces](https://insights.weareeverise.com/closing-the-usability-gap-on-digital-media-interfaces) [![Everise Logo](https://insights.weareeverise.com/hubfs/Logos/Everise%20Logo%20color%20(1).png)](https://weareeverise.com/) Company - [About Everise](https://weareeverise.com/about-us/) - [Our Leadership](https://weareeverise.com/about-us/leadership/) - [Our Global Presence](https://weareeverise.com/our-global-presence/) - [Awards and Recognition](https://weareeverise.com/awards/) - [Pressroom](https://weareeverise.com/pressroom/) Solutions - [Customer Experience Management](https://weareeverise.com/services/customer-experience-management/) - [EverAI & Tech Solutions](https://www.everailabs.com/) - [Digital CX and Transformation](https://weareeverise.com/services/digital-cx-and-transformation/) - [Managed Services](https://weareeverise.com/services/managed-services/) Pages - [Home](https://weareeverise.com/) - [Careers](https://weareeverise.com/work-for-us/) - [Insights](https://insights.weareeverise.com/?_gl=1*1gk4438*_gcl_au*Njg0NjcyODQ5LjE3NzI0Nzg0MzguMTU4NDI3NDEwNC4xNzc1NjcwNjAyLjE3NzU2NzA2MDE.*_ga*NzQ4NzkyMzMzLjE3NzI0Nzg0Mzg.*_ga_6H4W5S3N2V*czE3NzYxODEyMzMkbzI1JGcxJHQxNzc2MTg3MDYyJGozNCRsMCRoMA..) - [Contact Us](https://weareeverise.com/contact-us/) Follow Us - [Facebook](https://www.facebook.com/EveriseUSA/) - [Instagram](https://www.instagram.com/everiseglobal/) - [X](https://x.com/everiseglobal) - [LinkedIn](https://www.linkedin.com/company/everiseglobal/mycompany/) - [Youtube](https://www.youtube.com/weareeverise) © 2026 EVERISE. All rights reserved. [Privacy Policy](https://weareeverise.com/privacy-policy/) [Terms of Use](https://weareeverise.com/terms-of-use/) [Disclaimer](https://weareeverise.com/disclaimer/) [Cookies Settings](https://weareeverise.com/about-us/leadership/#) [CCPA Privacy Notice](https://weareeverise.com/wp-content/uploads/2025/12/CCPA_CPRA-Privacy-Notice-10-14-2025.pdf) [Do Not Sell or Share My Personal Information](https://everise.privacy.saymine.io/Everise) [Trust Center](https://trust.weareeverise.com/?_gl=1*degd67*_gcl_au*MTkwMTE5NTM3Ni4xNzY3OTkwNTc0*_ga*NjIxODQ5MTI2LjE3Njc5OTA1NzQ.*_ga_6H4W5S3N2V*czE3NjgyNTYxNDEkbzMkZzEkdDE3NjgyNTkxMDkkajYwJGwwJGgw)