Streaming Services See Rise in Subscription 'Pauses' Over Cancellations
More subscribers are opting to temporarily pause their streaming services rather than canceling, as subscription prices continue to rise.
Overview
- Data from Antenna shows that 34% of new streaming subscriptions between September 2023 and August 2024 were from users rejoining services they had previously canceled.
- Netflix maintains the highest retention rate, with nearly 90% of U.S. subscribers continuously subscribed since 2020.
- Paramount+ and Max experience higher rates of users pausing and then rejoining, often tied to specific shows or sports seasons.
- The Federal Trade Commission's 'click to cancel' rule aims to simplify subscription cancellations, though its impact on reducing churn remains uncertain.
- Streaming platforms are encouraged to leverage predictable user behavior to re-engage subscribers with minimal marketing costs.