Consumers love to watch streaming video. But as streaming services proliferate, many subscribers are looking at subscription costs and deciding to cancel. The people who do this all the time – “serial churners” – pose a special challenge to companies like Netflix. This article presents three ways that companies can try to reduce the problem of serial churn.
The Netflix Stranger Things is the top streamed show in 2022, according to Nielsen, with 1.35 billion hours watched in the first 28 days after the show’s launch. That big viewing figure is good news for Netflix, which has faced new competition in recent years, but it’s offset by less rosy news: According to Antennaa measurement company for the subscription economy, Stranger Things is also the most popular show on Netflix among “serial churners,” a category of consumers who can destroy a lifetime’s worth by bingeing and bailing.
