Parks: Half of SVOD Subs Regularly Switch Between Services — Except Netflix
December 13, 2022
Netflix subscribers apparently are a loyal group. Other service subscribers, not so much. New data from Parks Associates found that nearly half of SVOD service subscribers hop between platforms, outside of Netflix, multiple times over a 12-month period.
Dallas-based Parks said 48% of subscribers cited content or a specific program as the primary motivation to subscribe to a new service. The statistic underscores the industry’s push toward less-expensive ad-supported plans as a way to retain and lure consumers.
“Consumers are experimenting across new services, so content sellers and streaming services must ensure that relevant, engaging content is presented to subscribers,” Thomas Schaeffer, senior contributing analyst, said in a statement. “The lack of insight into content performance is a major hindrance to monetization, and the ability to get that insight has implications for an offering’s bottom line.”