Yikes! 33% of Premium SVOD Subscribers Are ‘Serial Churners,’ Antenna Says

By Daniel Frankel
( NextTV )
published

Research company claims one-third of U.S. users of the major subscription streaming services regularly sign up for and quit paid video entertainment services

Leaky Bucket
(Image credit: Chaotic-flow)

One-third of premium SVOD users are “serial churners,” users who actively manage their video entertainment services, frequently signing up for and then quitting subscription streaming platforms, according to new data published by Antenna. 

The research company said that this quasi-loyal cohort has been steadily expanding since 2019, when its whimsical ranks stood at only 10% of users for 10 identified “premium” brands: Netflix, Hulu, Amazon Prime Video, Disney Plus, Max, Apple TV Plus, Paramount Plus, Peacock, Showtime and Starz. (Antenna didn't describe its methodology in the abstract sent to Next TV.)

Serial Churners

(Image credit: Antenna)

Antenna also said that about a third of those who quit premium SVOD services were “won back” within a 12-month span. And nearly 25% of SVOD service cancelers returned to their respective services within three months after quitting. 

Antenna churn research

(Image credit: Antenna)

Among all U.S. premium SVOD users, the “survival rate” for those sticking with a service for 12 months was 45%. But that fell to 36% for users who had already quit a service once and signed up for it again. And it further descended to 26% for those who engaged in a third cycle of churn. 

Antenna

(Image credit: Antenna)
Daniel Frankel
Daniel Frankel

Daniel Frankel is the managing editor of Next TV, an internet publishing vertical focused on the business of video streaming. A Los Angeles-based writer and editor who has covered the media and technology industries for more than two decades, Daniel has worked on staff for publications including E! Online, Electronic Media, Mediaweek, Variety, paidContent and GigaOm. You can start living a healthier life with greater wealth and prosperity by following Daniel on Twitter today!