Apple TV+ Tops OTT Churn: Verimatrix
Apple TV+ leads over-the-top streaming services in monthly active churn at 15.6%, Verimatrix Product Management Director Sebastian Braun told a Parks Associates webinar. NBCUniversal’s Peacock (not including the free tier) was second at 9.5%, followed by Showtime (8.8%), Starz (8.4%),…
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HBO Max (6.7%), CBS All Access (5.9%), Hulu (5.2%), Disney+ (4.3%) and Netflix (2.5%), he said Wednesday. Apple didn't comment Thursday. The average Netflix subscription is 48 months, Parks' Liam Gaughan told the virtual event. “Content is king,” said Braun, saying services with lower churn are those that own, produce and distribute content. Calling churn “unavoidable,” Braun noted consumers subscribe to an average of about five services, vs. three on Jan. 1, 2020. Parks data showed 26% of subscribers quit a service to cut expenses, the same as those ending a subscription because they finished watching a series. One trend to emerge from the COVID-19 pandemic was trial-hopping, said Matt Smith, Symphony MediaAI vice president-business development. He cited a “big swath of users” binge-watching every show of a particular series during a trial, then “jumping off the platform.”