Consumers continue to swap streaming services as they follow content and keep an eye on wallets, and new data from Samba TV suggests Disney + and Netflix may be best positioned to keep customers from unsubscribing and cycling to another platform after they tune in for a specific program.
The report looked at subscription cycling, which is when a user picks up one streaming service to watch a specific show and then immediately drops it to sign up for another – a behavior that 29% of U.S. adults engaged in in the past six months. According to Samba, a whopping 69% of U.S.. adults plan to subscription cycle in the next six months.
For its new The State of TV Viewership report, Samba analyzed approximately 47 billion hours of linear and streaming in the second half of 2022, using automatic content recognition data (ACR) from tens of millions of opted-in TV sets across 24 smart TVs sold in more than 100 countries, alongside its panel of more than 3 million smart TVs balanced and weighted to U.S. Census data. It also leaned on survey results of 2,505 U.S. adults conducted by HarrisX from August 29-September 1, 2022.
The report pointed to continued declines in pay TV, with the total linear hours watched during 2H 2022 down 2% from the same period in 2021. It also highlighted streaming popularity, but with tightening budgets people limiting their consumption fewer services at a time. In the second half of 2022 over half (54%) of streaming […]
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