According to Parks Associates, approximately one-third of pay TV subscribers in U.S. broadband households changed their pay TV services between 1Q 2017 and 1Q 2018. Fifteen percent of pay TV subscribers, slightly less than half of all who made changes in the past year, downgraded to a less expensive TV service.

"OTT subscriptions are on the rise, reaching 64% of U.S. broadband households, as pay TV subscriptions decline, so all players are looking for that magic combination of service types, content, and pricing in order to secure subscribers," said Elizabeth Parks, SVP, Parks Associates. "Our research helps illuminate consumer interest and expectations as well as enhance the understanding of disruptive business models and technologies in order to craft optimal video service strategies."