By Sebastian Braun
One of the greatest benefits for subscribers for OTT services is the freedom to sign up and cancel at any time. Such an attractive, flexible business model also poses a difficult challenge when it comes to long-term commitment.
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Churn rate is 9x higher for OTT services than the traditional pay-TV model, with OTT churn standing at 35% and traditional pay-TV, only at 4%.
To shift the tides for these high-churning verticals, it is imperative for vMVPD and OTT providers to be able to identify consumption patterns and leverage such data to offer more tailored service offers to keep them retained.
Read the entire article at the Verimatrix Web site
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