SVOD churn has risen relentlessly. Deloitte’s Digital Media Trends report warns that high content costs and easy cancellation keep churn “one of the industry’s biggest profitability obstacles”.
Executives now treat churn containment as survival strategy; Netflix’s crackdown on password sharing cut churn spikes after price hikes, proving retention tactics matter as much as acquisition.
Churn isn’t monolithic. For example, industry commentators report that the "serial churners" segment - viewers who drop and rejoin services multiple times a year - is growing. Mapping this cohort helps streamers time franchise releases or bundle offers to break the churn-rejoin cycle.
Price sensitivity compounds the risk: Another Deloitte’s survey found 60% of US subscribers would cancel a favorite service after only a $5 increase. Analytics that forecast churn elasticity allow CFOs to raise ARPU without triggering mass cancellations.
By integrating demand signals into churn models, Streaming Metrics lets platforms predict which upcoming cancellations can be averted by recommending high-affinity titles - turning churn management into a precision marketing exercise.
Why It Matters:
Subscriber loss directly erodes lifetime value and content ROI forecasts. Content Valuation surfaces title-level retention metrics to help executives target programming and offers that cut churn.