The State of Streaming: Retention Rules for Fandom
Streaming services must lean into genre strengths and value-adds to retain fans. Studios must differentiate from growing and changing consumer behavior by rethinking the theater experience. Brands must super-serve fans beyond the screen to drive brand loyalty and favorability. The average fandom user subscribes to five streaming services, and 70% are willing to subscribe to a new service if it has content they want to watch. Cost is the leading reason for subscription cancellations, and fans want value for their money. Savvy streamers are taking action by evaluating services constantly to see if they are getting their money's worth. Retention is driven by a large library of content, benefits that justify the cost, and what will keep fans subscribed. Disney+ is acknowledged as the genre-leader to-date.
