The latest OTT data from research and consultancy firm Parks Associates indicate that at the end of 2015, approximately 20 per cent of U.S. broadband households had cancelled at least one OTT video service in the past 12 months. In the second half of 2015, 18 per cent had done so.

Netflix is still the OTT leader in the U.S., with 52 per cent of all U.S. broadband households subscribing to the service at the end of 2015. Netflix also had the lowest churn rate as a percentage of its total subscriber base. In the past 12 months, 5 per cent of U.S. broadband households cancelled their Netflix account, including those who cancelled at the end of the trial period. That figure represents 9 per cent of the company’s current subscriber base.