As per a new Parks Associates study, about 3% of English broadband households gave up their OTT video services in the past 12 months.
The study reports that that the cancellation figure compares to 33% of the broadband households that are subscribed to an OTT service like Netflix and Amazon Prime Instant Video. Compared to the United States, where 9% of broadband households have recently cancelled an OTT service subscription, while 59% currently subscribe, it can be assumed UK has a lesser churn rate.
However, at the root of this churn is content and the high proximity of younger users moving towards more attractive content.
Source : Digital TV Europe