Some 44% of pay-TV customers who canceled to switch to an over-the-top provider and then returned to pay-TV within the past 18 months chose to do so because of a discount or improved package, Parks Associates has found. For Comcast, Time Warner Cable, DIRECTV and DISH Network, discounts or promotional pricing topped other reasons for customers returning, while for AT&T and Verizon, content offerings also were a factor, according to Parks Associates.

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