Hub: Streaming’s ‘Default TV’ Status Best Defense Against Subscriber Churn – Media Play News

Hub: Streaming’s ‘Default TV’ Status Best Defense Against Subscriber Churn  Media Play News

Subscription streaming video services have become default TV entertainment options, which has results in lower churn among paid subscribers, according to new data from Hub Entertainment Research. Default services are far less likely to be canceled, often remain in households for years, and are the ones consumers are two to six times most likely to … Continue reading "Hub: Streaming’s ‘Default TV’ Status Best Defense Against Subscriber Churn" Default services are far less likely to be canceled, often remain in households for years, and are the ones consumers are two to six times most likely to personalize and make their own source for home entertainment. Among all Netflix users, 28% say they’d keep it if they could only keep one service.

Among users who call Netflix their default, that jumps to 62%, according to a survey of 1,600 U.S. TV viewers ages 16-74 with broadband access conducted in August. The gap is even wider for Disney+, with 10% of all respondents saying they would keep it alone, versus 61% of users for whom it’s the default platform. One possible reason default sources are so sticky with respondents is that they’ve spent time personalizing their service by creating profiles, building watchlists, and customizing the app settings. This is especially prevalent among younger viewers. Two-thirds (68%) of viewers overall agree they’ve made