55% of US Pay-TV Households Consider Live Sports Important in Decision to Keep their Pay-TV Service

Addison, Tex., February 10, 2021--New research from Parks Associates finds 55% of pay-TV households in the US report availability of live sports is important in their decision to keep their pay-TV service.

“The churn rate for pay-TV services continues to trend significantly lower than the rate for OTT services,” said Steve Nason, Research Director, Parks Associates. “This is fortunate given the lack of live sports in the early stages of the COVID-19 pandemic. Over the past year, churn rates for OTT and vMVPD services both declined as consumers turn more and more to online video sources for their entertainment.”