Churn charm! Magid's survey unveils the silver lining for streamers

Adgully Bureau |

In the fast-paced realm of streaming services, where the battle for subscribers is fierce, the term "churn" has often been deemed en ememy. However, a groundbreaking research from Magid suggests that churn is not bad after all. Just as there is good and bad cholesterol, there is bad churn and strategic churn, with the latter proving to be a catalyst for long-term health and growth in the streaming industry.

"Churn" has long been synonymous with subscriber losses and headaches for service providers. Magid's research challenges this narrative, introducing the idea of strategic churn.

According to Magid's Subscription Science practice, not all churn is detrimental. In fact, certain high-value subscribers, even those prone to eventual departure, play a crucial role in shaping the success of a streaming service. Enter SubScape, Magid's innovative analytics tool, revealing distinct subscriber segments and shedding light on the strategic importance of appealing to specific audiences.

One such segment, termed "Hypers," represents a goldmine for streaming services. These subscribers not only return for new and attractive programming but actively engage in word-of-mouth promotion on social media, creating valuable buzz. Characterized by their high-income status and a penchant for subscribing to multiple services, Hypers emerge as a strategic asset for streaming platforms.

On the flip side, Magid identifies another group—freeloaders—who engage in temporary subscriptions, often relying on borrowed passwords and quickly dropping services after free trial periods. While they may contribute to subscriber numbers, their fleeting loyalty and spending habits on digital platforms like YouTube and TikTok make them less valuable for long-term growth.

In a landscape where streaming services experience a delicate equilibrium of gains and losses, Magid challenges the conventional focus on churn rates, advocating for a shift toward the metric of total subscribed months. By enticing high-churn subscribers to return sooner and stay longer, services stand to unlock substantial revenue streams.

The key, according to Magid, lies in consistently delivering culturally relevant content. It's not always the big-budget series that capture the elusive Hypers; rather, programmes like the World Cup, The Flash, Euphoria, and Ted Lasso have proven to be powerful magnets for this valuable segment. In the ongoing streaming war, understanding and leveraging the dynamics of strategic churn may well be the key to long-term success.