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 this behavior: “churn and return,” a term coined by consulting firm Deloitte. It’s most common among younger generations: Nearly half of millennials (47%) 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.
Among Gen X consumers, 25% say they’ve engaged in “churn and return” in the last year, while the rates are even lower among Boomers (6%) and Matures (3%), Deloitte found.
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...
Now there’s a name for this behavior: “churn and return,” a term coined by consulting firm Deloitte. It’s most common among younger generations: Nearly half of millennials (47%) 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.
Among Gen X consumers, 25% say they’ve engaged in “churn and return” in the last year, while the rates are even lower among Boomers (6%) and Matures (3%), Deloitte found.
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...
- 10/19/2021
- by Todd Spangler
- Variety Film + TV
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