VIDEO STREAMING SERVICES ARE REACHING THE LIMITS OF LOYALTY

Summary from the TLDR Marketing newsletter

UK streaming customers are cycling subscriptions at a much higher rate, which makes loyalty harder to secure. The share of consumers who cycle has reached 21% and 42% are open to it, while 55% of subscriptions come through deals, and deal-driven users churn at a rate of 73%. Netflix's subscriber share has dropped from 76% to 72% and password sharing has risen from 6% to 8%. The research shows that many Prime Video users would cancel if it were unbundled from Prime, and those who would stay expect to pay £5 or less per month, which highlights how fragile platform loyalty has become.