If Round 1 of the showdown of streaming services was a race of new players to get into the space, and Round 2 was about winning and keeping customers. Round 3 looks like it may have taken on a much darker outlook: the battle against subscription churn.
While half of TV viewers in the U.S. have cut the cable cord, a quarter of U.S. subscribers have also canceled at least three streaming services over the past two years.
The explanation behind all this churn is simple: customers are streamlining their spending habits around fewer services. An overwhelming 99% of U.S. households subscribe to at least one paid streaming video provider (and three different ones on average), according to a Forbes study.
But, according to a digital media trends survey from Deloitte, 36% say the content they receive isn’t worth the price. At the same time, there’s been an explosion of
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