Prime Video has lowest churn rate in North America at 8%

Parks Associates: Prime Video Has The Lowest Churn Rate at 8% While Streaming Service Discovery+ is Nearly at 43%

DALLAS — Parks Associates recently announced updates to its Streaming Video Tracker, which now tracks churn data for 89 total services, of which 85 are SVOD services. The Streaming Video Tracker, delivered through an online portal, helps stakeholders understand the vast landscape of OTT video service providers, with insights on business models, new services, global expansion, and growth of individual services.

Parks Associates’ most recent churn data, from its quarterly consumer survey of 8,000 internet households, shows that Prime Video has the lowest churn rate at 8%, while streaming service Discovery+ is nearly at 43%.

“Churn is part of the standard business model, but companies are working hard to minimize it and keep consumers engaged longer,” said Eric Sorensen, Director, Streaming Video Tracker, Parks Associates. “Amazon Prime Video has held the lowest churn rate for the last two years because it is included with Prime; however, Netflix continues to creep closer and reduce churn by adding more tiers of service and syndicated content.”

The Streaming Video Tracker delivers monthly market updates analyzing the most important announcements in the streaming market, including significant content changes and industry trends. These all complement the data provided in the portal. Part of the ongoing updates includes strategic insight into how different business models affect NPS and churn rates. For example, the service tracks the bundling strategies for Disney+ and Hulu to determine their impact and if these efforts are reversing recent spikes in subscriber churn from these services.

“Streaming services are navigating a mature market where retention and referrals, as well as partnerships and brand loyalty are critical,” Sorensen said.

The Streaming Video Tracker’s quarterly estimates include an exhaustive analysis of market trends and profiles for more than 300 over-the-top video services in the US and Canada. It also estimates subscribers, viewers, and transactional users for these OTT services, including those that do not publicly release customer figures.

The Streaming Video Tracker subscription service provides the following details:

• Reported and estimated number of OTT service users/subscribers
• Availability by country
• Service ownership
• Significant service dates (e.g., launch, closure)
• Platforms supported
• Languages supported
• Target markets
• Types of available content