Which Streamer Inspires the Most Devotion? A New Study Says It’s Not Netflix [IndieWire]

Which Streamer Inspires the Most Devotion? A New Study Says It’s Not Netflix [IndieWire]

BY TONY MAGLIO

May 31, 2024 | Step aside, Netflix — there’s a new churn leader in town.

Amazon Prime Video boasts the lowest rate of customer cancellations in the streaming industry, according to a new study by Parks Associates. Prime Video’s current annual churn rate is 8 percent, which means eight out of 100 Prime Video members cancel their service within a 12-month period. (A customer who returns within the same time frame would be counted as both churn and current subscriber.)

By comparison, it sounds like “90-Day Fiancé” is not creating many 365-day subscribers: The Discovery+ annual churn rate is a whopping 43 percent.

There’s a pretty big gap between the churn rates of league-leaders Prime Video and Netflix and the other major streaming platforms. From April 1, 2023 to March 31, 2024, Hulu’s churn rate was 15 percent, Max’s (fka HBO Max) was 17 percent, as was Peacock’s; the Disney+ churn rate was 21 percent and Paramount+ was 24 percent.

Read more on IndieWire.

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