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Streaming Bundles Lower Consumer Intent To Churn By 16%, New Study Finds
New consumer survey data from Magid supports the entertainment industry's faith in bundles, projecting lower churn and longer subscription duration.
EXCLUSIVE: New consumer survey data from Magid supports the entertainment industry’s faith in bundles, particularly newer cross-company efforts like a forthcoming Disney+-Hulu-Max package. The research firm found that predictive rates of churn – the trade term for canceled subscriptions – was 16% lower due to the increased availability of bundle plans. Kate Morgan, EVP and leader of global media, entertainment and games at Magid, told Deadline in an interview that the company’s programming is high-caliber but lower-volume than that of many rivals, meaning consumers value it but appreciate it more when it is included as part of a package.
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