Netflix Subscriber Loyalty Rates Highest Among SVOD Competitors

No annual contracts, month-to-month access, and loss-leader pricing have long been hallmarks of subscription streaming video’s lure — the latter driving multiple service subscriptions. New data from JustWatch, an international streaming guide across 46 countries, finds that Netflix subs — unlike competing service members — are also quite loyal to the SVOD pioneer.

Netflix users are less likely to use another streaming service additionally whereas 90% of Amazon Prime Video users also use Netflix. When it comes to Hulu and HBO Max, Netflix and Prime Video users behave similarly. Notably, Disney+, which launched in November 2019, is more likely to be used by Prime Video users compared to Netflix subscribers.

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