An estimated 36% of OTT subscribers are “service hoppers”, finds new research from Parks Associates.

According to a quarterly survey of 10,000 US internet households by the research firm, an estimated 32 million households fall into this “service hopper” category, which Parks defines as consumers who dynamically churn in and out of subscriptions.

Moreover, a full 44% of subscribers reported canceling a service within 12 months in 2022, according to the analysts.

Source: Over a third of OTT subs churn regularly