A study of 89 streaming services has found Amazon Prime Video has the lowest churn rate of all the streamers while Discovery+ is among the highest.
Parks Associates’ most recent churn data, from its quarterly consumer survey of 8,000 internet households, shows that Prime Video has a churn rate of 8%, while Discovery+ is nearly at 43%.
“Churn is part of the standard business model, but companies are working hard to minimize 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.”
The Streaming Video Tracker delivers monthly market updates that analyses the most important announcements in the streaming market, including significant content changes and industry trends.
“Streaming services are navigating a mature market where retention and referrals, as well as partnerships and brand loyalty are critical,” Sorensen said.
