The churn rate, which tracks customers subscribing, cancelling, and resubscribing to streaming TV services within a 12-month period, has been increasing significantly since 2019. Millennials and Generation Z are the highest number of churners. High prices and lack of authentic new content are reasons frequently cited by these generations for leaving streaming platforms on a regular basis. To combat this, streaming TV companies have shifted their strategy from acquiring new subscribers to retaining existing ones and generating profit. The bundling of streaming services together at a discount, along with new content and short videos, has shown promise in decreasing the churn rate and generating profit.
Snyman et al. (Sat,) studied this question.