Have you signed up for Netflix, Disney Plus or HBO Max just to watch one new show or movie — then canceled for a few months until the next must-see thing comes out? Now there’s a name for thi…
Have you signed up for Netflix, Disney Plus or HBO Max just to watch one new show or movie — then canceled for a few months until the next must-see thing comes out?. It’s most common among younger generations: Nearly half of millennials and 34% of Gen Z in the U.S. canceled and then resubscribed to the same streaming video service within the following 12 months, according to Deloitte’s latest “Digital Media Trends” study.
The relatively high churn-and-return rates among younger generations means subscription VOD services are losing out on revenue they might otherwise have been able to capture, said Kevin Westcott, vice chairman of Deloitte and the firm’s U.S. technology, media and telecom leader. On average, the six-month churn rate for SVOD services in the U.S. has remained stable at between 36%-38% throughout the pandemic, according to the Deloitte research. The top reason consumers say they dropped an SVOD service was due to the price; No. 2 was because they finished a specific show they signed up to watch, the study found.
84% of respondents say they have a subscription VOD service; the average household has four SVOD services, largely unchanged during the past year.Gen Z consumers still rank “playing video games” as their No. 1
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