According to a recent study by Samba TV, American households watched a record amount of [abc]streaming[/abc] content in the first half of 2024, 40% more than in 2023 over the same period. However, only 44% of viewers remain loyal to one or two streaming services over a six-month period.
OTT platforms, the Churn phenomenon is constantly increasing££££
Thus, while Netflix, Disney+ and other Prime Videos see their number of subscribers grow each quarter, subscription cancellations are also increasing regularly. In fact, in the first quarter of 2024, all streaming services show a net increase of 4.8 million subscribers, or 3 million fewer than in the previous quarter. It appears that viewers are generally invested in a particular content, choosing to leave the platform once they have watched it. This phenomenon, called Churn (or attrition rate) is therefore constantly increasing. Note that Netflix is an exception to the rule with the lowest number of unsubscriptions. Indeed, its magic algorithm (envied by the competition) offers judicious recommendations that encourage users to stay.
The Canal+ solution to combat Churn££££
The Churn phenomenon is also at work in France and it has also been progressing in recent years with the multiplication of [abc]OTT[/abc] offers. Today, to effectively counter Churn, only the offer package solution works. A strategy well understood by Canal+ which, to retain its subscribers, has successively integrated Apple TV+ and Paramount+ content into its subscription without a price increase.
