Streamers Won Over Viewers During the Pandemic. Now They’ve Got to Keep Them

Flush with new growth, services are looking to fight churn and battle competitors

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Binge-watching took on a whole new meaning during the first year of the Covid-19 pandemic.  

Whether it was Apple TV+’s Ted Lasso or Netflix’s Bridgerton, consumers’ hunger for entertainment in a locked-down world injected rocket fuel into an already exploding streaming video marketplace. Time spent watching streaming services has soared, and in July, streaming video accounted for 28% of viewers’ total television time, according to Nielsen. As of early 2021, nearly half of U.S. broadband households subscribe to at least four streaming services, according to research firm Parks Associates.




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This story first appeared in the Sept. 27, 2021, issue of Adweek magazine. Click here to subscribe.