CONSULTANTS TO MEDIA, ENTERTAINMENT AND INFORMATION COMPANIES
 

Industry News

SELECTED ITEMS OF INTEREST TO THE MEDIA COMMUNITY

What Should We Learn from Streamer Churn?

December 27, 2021

https://www.quantummedia.com/uploads/recurly-churn-rates-chart-2018_P48E6Sm.jpg

Double-digit churn rates recently reported in the U.S. may not accurately reflect subscriber transactions, according to streaming analytics firm Antenna. Based on cleaned and weighted transaction data from 5 million consumers, Antenna analysts concluded:

  • Average churn rate in October 2021 was up by just half of a percentage point compared to October 2020 (to 6% from 5.5%).
  • The subscription economy is so complex that expecting consumers to convey their subscription behavior through survey questions is probably unreasonable.
  • Future industry churn rates can't be accurately predicted because there are so many factors affecting consumer behavior.

The Antenna analysis also suggests that while churn is a "very useful metric," it's not conclusive. Elevated churn may be outweighed by other positive results of changing consumer behavior. Read more here. 

#consulting #media #strategy