Research firm Parks Associates’ most recent churn data, from its quarterly consumer survey of 8,000 US Internet households, shows that Prime Video has the lowest churn rate at 8 per cent, while streaming service Discovery+ is nearly at 43 per cent.
“Churn is part of the standard business model, but companies are working hard to minimise it and keep consumers engaged longer,” said Eric Sorensen, Director, Streaming Video Tracker, Parks Associates. “Amazon Prime Video has held the lowest churn rate for the last two years because it is included with Prime; however, Netflix continues to creep closer and reduce churn by adding more tiers of service and syndicated content.
“Streaming services are navigating a mature market where retention and referrals, as well as partnerships and brand loyalty are critical,” Sorensen added.
From the Advanced Television article, "Research: Prime Video lowest US SVoD churn rate"
"Several factors contribute to OTT video service churn by consumers. In some instances, consumers are experimenting with new services, trying a service and cancelling before the trial period ends or w...
Amazon boasts an increasingly impressive roster of content in its video service, with high-budget original shows like "The Man In The High Castle" and the forthcoming show by the "Top Gear" team. B...
Research from Parks Associates has revealed that 16% of US broadband households have a sports video service subscription through over-the-top (OTT) video. parks 6 May 2016The Subscriptions and Chur...
Parks believes that as more households adopt VR devices, and become part of the consumer-based Internet of things (IoT), they will emerge as a new way to experience content streams coming into the hom...
