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September 26, 2025

The Streaming TV Industry: Churn Rates, Subscriber Characteristics & Streaming Strategies

JSJohannes H. SnymanMetropolitan State University of Denver DGDebora J. GilliardMetropolitan State University of Denver

Key Points

Churn rates among streaming services have significantly increased since 2019, affecting revenue and growth.
Younger demographics, particularly Millennials and Generation Z, are the largest groups of churners, raising concerns for providers.
Strategies like service bundling and creating engaging new content are being explored to reduce churn rates.
Streaming companies are shifting focus from acquiring new subscribers to retaining existing ones, enhancing profitability.

Abstract

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.

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