TV customers have a high rate of starting and stopping many new OTT services.
Parks Associates says that with the exception of Netflix and Amazon Prime, OTT services experience churn rates exceeding 50% of their subscriber base.
Research also shows that more than 50% of U.S. OTT subscription homes subscribe to multiple OTT video services. Of these multi-OTT households, 81% use Netflix plus some other service or combination of services -- mostly Amazon or Hulu.
Other data shows that 30% of TV homes subscribing to one subscription service use at least one free, ad-supported online video service, with 47% of homes subscribing to three subscription services and 63% of household subscribing to five or more services.
In addition, 69% of U.S. broadband households subscribe to at least one OTT video service as of the third quarter of this year. More than 50% of U.S. broadband households that use OTT services subscribe to multiple OTT video services, versus 20% in 2014.
OTT now has 51 million TV viewing households, according to some estimates.
Research came from an online survey fielded in the third quarter of this year -- a total of 10,017 heads-of-households with a home broadband service.
Previously, Parks said, as of Q3, there were more than 200 OTT digital video services in the U.S. and 100 in the Canada.