According to a report from Antenna, more than 140 million subscribers canceled their streaming plans in 2023, as consumers push back against price increases. However, Antenna finds that almost 25% of those customers re-subscribe within 3 months. Antenna Strategy Director Brendan Brady joins Yahoo Finance to give insight into the report, detailing the trends driving the cancelation and re-subscription churn. Brady puts subscriber retention in perspective: "If you take a cohort of consumers and you see how they sort of decay or cancel over time, it's not linear, right? It sort of decays very steeply and then flattens over time. The more months you're paying for the service, you're less likely to cancel. So that month zero to month three window is super fragile and important for these services to really win that customer. And what we found is that there's a high amount of subscriptions held in those early tenure periods. If you look at the nine biggest services, 39% of subscriptions that we measure are in their first year of tenure and if you remove Netflix (NFLX) from that calculation, it goes up to 45% so nearly half of subscriptions are in their first year of tenure and that's really when you're most at risk to cancel." For more expert insight and the latest market action, click here to watch this full episode of Yahoo Finance Live. Editor's note: This article was written by Nicholas Jacobino
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Netflix, Warner Bros. Discovery, Fox and Roku are part of the Zacks Industry Outlook article.