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.

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