If the main battle of the streaming wars thus far has been to gain as many subscribers as possible, the next major fight will be to keep them.
Subscriber churn is a persistent and growing problem for streamers trying to build sustainable user bases, as consumers increasingly cancel and restart subscriptions and hop between platforms from month to month.
The proliferation of streaming services has naturally led to an uptick in churn over the past three years. From the start of 2019 to the end of 2021, analytics firm Antenna’s weighted average of the monthly SVOD churn rate grew from 3.2 to 5.2 percent. In addition, one-third of consumers surveyed in a recent Deloitte report had both added and canceled a streaming subscription in the past six months, as of December 2021.
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