Among streaming services, Netflix and Prime Video have the longest subscriber lifetimes, with an average duration of more than four years each, according to new Parks Associates data.
The two services have maintained their leadership of subscriber retention for the last several years, Parks notes, with their average subscription duration increasing by three to four months from Q3 2022 to Q1 2023.
“Households are still experimenting with different services as they evolve over time to build their own service stack,” said Eric Sorensen, director of the streaming video tracker at Parks Associates. “Service consolidation has changed subscription dynamics, as Showtime has become part of Paramount+ and HBO is now Max, but even as consolidation occurs, it is having a limited effect on churn for these services. Premium service subscriptions average around two years, which suggests consumers are getting better value out of the consolidated content.”
In third place is Hulu, followed by Starz, Paramount+ and Disney+ in the 20 to 30 months range.