“Apple TV+ is the smallest and watched with a smaller program library, thus the most exposed to churn,” Enders Analysis analyst François Godard notes. Newer services like Apple TV+, which launched in late 2019 and doesn’t have a back catalog of content to rely on, could have the hardest time retaining and attracting subscribers with its recent price hike, which saw the monthly subscription price increase from $4.99 to $6.99. “Thus, Netflix and Amazon face the least risk in the face of increased fees.” “Time in game, and in consumers’ minds, is impactful the longer a sub has been a sub, the more likely they will remain one,” Greenblatt says. In other words, services like Netflix and Hulu, which launched in the early 2000s, have a head start over others. Power, says the streamers that will be “most resistant to churn are those that have already done so.” Ian Greenblatt, the managing director of technology, media and telecom intelligence at J.D. (Netflix’s fourth season of Stranger Things cost more than $30 million per episode, while Amazon’s Lord of The Rings: The Rings of Power cost about $58 million per episode, making it the most expensive show, per episode, in history). Still, it’s a risk companies are willing to take as costs remain high, especially for prestige, tentpole productions that streamers use to attract and retain customers. And when churn is the monster always lurking under the bed, higher prices don’t exactly help persuade a subscriber to stay. Raising prices when consumers may be more conscious of their spending may seem counterintuitive, especially as streaming companies - most notably, Netflix - have seen slower subscriber growth the past year. AMC's Co-Heads of Scripted Exit for Netflix
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