AI, ML Can Find Engaging Content to Reduce Churn: Parks

The churn rate for U.S. over-the-top video subscriptions is 44%, said Parks Associates Wednesday, with half of broadband households in Q3 having four-plus OTT video subs. Some 37% of households that subscribed to a new OTT service in the last year plan to quit because of lack of new content, and a quarter of subscribers that canceled a service did so because they finished watching the shows they like. AI and machine learning can identify content that will keep subscribers engaged and behaviors that predict future churn, Parks said.