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Original Content: The Key to Retaining Streamer Subscribers?

September 5, 2023

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With more than 20 streaming services available in the U.S., how do consumers make their subscription decisions? MarketCast's streaming tracker for the second quarter of 2023 measured how subscribers rate the quality of a platform's original content, overall satisfaction with the service, and whether they planned to continue to subscribe. While streaming giants Netflix, Max, Disney+, and Hulu rated highest in overall subscriber satisfaction, newer platforms offering big libraries as well as original content also had high numbers of satisfied subscribers. Other findings in the survey include:

  • Newer services, including Peacock and Paramount+, are making inroads against more established streamers. 
  • Offering original content is convincing viewers to continue to subscribe.
  • Streaming services with smaller catalogs that rely heavily on new original content saw the biggest shifts in subscriber satisfaction. For example, AppleTV+ subscribers gave the platform high marks for original content during the run of the popular series "Ted Lasso." But those numbers dropped as soon as the series ended.  
     

Read more about the MarketCast survey here.

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