In place of our usual quarterly State of Subscriptions report, we’re ending the year with a look back at some of the top data-driven insights in the video streaming industry from 2024 and will be highlighting these here on the Antenna Insights Blog through December 20.
Serial Churners continue to be a phenomenon in the streaming industry. As of the end of Q3’24, Antenna estimates there are some 29.5M Serial Churners, which Antenna defines as individuals with three or more cancels among Premium SVOD services within the last two years.This accounts for 23% of Subscribers in the category. That is up +149% from 11.8M at the start of 2022, and +30% YoY from 22.7M at the end of Q3’23.
Serial Churners punch above their weight in terms of subscription activity. Through Q3’24, Antenna estimates that Serial Churners have driven 41% of Gross Adds and 42% of Cancels this year. Breaking out the behavior further, Antenna observed that particularly active Serial Churners – meaning those with five or more cancellations in the past two years – account for 22% of both Gross Adds and Cancels YTD.
Why does this matter? Serial Churners have significantly lower retention rates than other subscribers. For individuals who subscribed to a Premium SVOD service in Q3’23, three months later 61% of Non-Serial Churners were still subscribed. In comparison, 54% of Standard Serial Churners (those with 3-4 cancellations within the past two years) and just 38% of Super Heavy Serial Churners (those with 7+ cancellations) were still subscribed three months later.
For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.
Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.
