Streaming Subscriptions Are Up—But So Is Churn

Nearly one-quarter of U.S. consumers added a new video service during the pandemic

a tv set on an orange and purple striped background
Consumers are canceling and trialing different streaming platforms more in quarantine. Getty Images

It’s well documented that the ongoing Covid-19 pandemic led to record-breaking streaming viewership as U.S. consumers spent more time watching programming at home under widespread lockdowns. The ongoing pandemic has also intensified adoption of streaming video subscriptions, according to new data from Deloitte. But it may also be intensifying churn rates for streamers as consumers examine their discretionary spending.

@kelseymsutton Kelsey Sutton is the streaming editor at Adweek, where she covers the business of streaming television.