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Streaming Platforms’ Volatility: Consumer ‘Retention’ And ‘Churn’ Grow

Streaming Platforms’ Volatility: Consumer ‘Retention’ And ‘Churn’ Grow

The new premium video streaming world continues to be volatile — with subscribers coming and going and bigger players doing better than small- to-mid-sized platforms. Overall, looking at a year-long 2021 period, the “retained user percentage” — the percentage of users who have used an app for two consecutive months — inched up 44.8% in the fourth quarter of 2021 (from 42.3% in fourth-quarter 2020), according to a new Samsung Ads survey.