Some 3% of UK broadband households cancelled a subscription to an over-the-top (OTT) video service in the past 12 months, according to Parks Associates.
The research firm claims that the cancellation figure compares to 33% of UK broadband households that currently pay to subscribe to an OTT service like Netflix, Now TV or Amazon Prime Instant Video.
Parks said that service cancellations and switching are “an evolving part” of viewer consumption and buying habits in the US, a trend that is “beginning to emerge in Western Europe.”
In the US some 9% of US broadband households have recently cancelled an OTT service subscription, while 59% currently subscribe, according to the research.
“US consumers who cancel an OTT service often have a subscription to other OTT video services. They also spend an above-average volume of time watching video on a connected device,” said Parks Associates’ director of research, Brett Sappington.
“Their weekly viewing on PCs and mobile devices almost doubles the time spent by average broadband households. Cancellers have a high affinity for video and move among services to find new content sources.”