Managing churn and return: Keeping SVOD audiences engaged and revenue flowing
▻https://www.streamingmedia.com/Articles/Editorial/Spotlights/Managing-churn-and-return-Keeping-SVOD-audiences-engaged-and-revenue
Understanding churn and return behaviour
“Churn and return”, “binge and bail” or “serial churn” all refer to the cyclical behavior of subscribers who cancel and then resubscribe to services based on their needs. This behavior is increasingly common, with 31% of consumers admitting to being serial churners. Often driven by specific events, promotional offers, content discovery or personal finance management, this strategy allows consumers to optimize their spending, paying only when they truly need the service.
Consumers are closely managing their subscription expenses in today’s economy, with 53% tracking their spending and 37% admitting to spending more on subscriptions than last year. The average subscription spend of $1,416 per year, combined with 63% of consumers preferring to pay monthly rather than committing to an annual fee, has led to a desire for greater flexibility.