Reports Video

The streaming retention revolution Content is king, distribution is queen, but retention is revolutionary

Report by Tim Mulligan
Cover image for The streaming retention revolution
Synopsis PDF PowerPoint Excel

Get full access to this report and assets

Already a MIDiA client? Login here to view this report.

New to MIDiA? Get in touch with our client success specialists to purchase this report and gain a competitive edge today.

20,000 foot view:  With video streaming transitioning into mainstream TV consumption, we have moved into the era of streaming TV. As a result, the early focus on gaining subscribers is making way for the rising challenge of retaining these newly acquired subscribers. Retention is the key metric of the emerging post-growth streaming, with the ratio of weekly active users (WAUs) who are daily active users (DAUs) becoming the key metric to measure streaming success, as streaming TV becomes a fully digitally- native experience. Content proliferation will need to make way for content curation as video becomes deeply entwined with the wider digital entertainment ecosystem.

Key insights

  • Video subscriptions                       2022 are now at            penetration            – higher than where pay-TV            were in            2018 (in English            markets)
  • However, subscription            rates have been around the            mark since the start of                       big bang moment of            2019           
  • Multiple video            increased year-on-year (YoY) by five            to            in            2022, suggesting that            will start to slow as            market starts to saturate
  • Video streaming            starting to lose direct engagement            viewers with both YoY and            time spent on streaming video                       and actual full attention down            percentage points to           
  • This means            streaming TV is increasingly becoming            of, rather than distinct from,            digital entertainment formats and behaviours           
  •            services now            to approach retention hooks from            digital first, rather than from a            TV, perspective
  • At its            the new retention era will            marked by pragmatism and conservative            taking in content investment and           

Companies and brands mentioned in this report : Amazon, Amazon Prime Video, Audible, Disney, Disney+, Netflix, and Spotify