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Streaming services have long battled churn, a trend that has only been exacerbated since the pandemic.
But while churn rates have remained consistent in the U.S. since 2020, clocking in at 37% across all paid SVOD services, the younger generations—Gen Z and millennials—are the most likely to cancel an SVOD service than older users, according to new data from Deloitte.
Over half (52%) of millennials and Gen Z (51%) have either canceled, or both added and canceled, an SVOD service within the last six months, compared to 40% of Gen X and just 17% of Boomers, Deloitte reported in the 16th edition of its Digital Media Trends report, released today.
Gen Z and millennials are also the most likely to cancel and then renew a paid SVOD subscription within the last 12 months, coming in at 35% and 28%, respectively.
“SVOD companies aren’t...
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