New data from Parks Associates (www.parksassociates.com) shows that only about three percent of U.K. broadband households cancelled a subscription to an OTT video service in the past 12 months, while 33 percent of U.K. broadband households currently pay for an OTT subscription.

In the U.S., approximately nine percent of U.S. broadband households have recently cancelled an OTT service subscription, while 59 percent currently subscribe. The research firm finds that service cancellations and switching are an evolving part of viewer consumption and buying habits in the U.S. market, a trend that is beginning to emerge in Western Europe.

"U.S. consumers who cancel an OTT service often have a subscription to other OTT video services. They also spend an above-average volume of time watching video on a connected device," Brett Sappington, director, research, Parks Associates, says. “Their weekly viewing on PCs and mobile devices almost doubles the time spent by average broadband households. Cancellers have a high affinity for video and move among services to find new content sources."