The Subscription Dance
July 19, 2023
I recently asked several of my acquaintances, friends and relatives if they had subscribed to and canceled a subscription streaming service (i.e. had they churned in and out of a platform)? It may not come as much of a surprise to anyone to learn that many of those I asked said they had.
Many of the churners said they had subscribed during the free trial period, watched or binged what they wanted to see and then canceled the service. Some admitted to forgetting to cancel before that first charge, but they did eventually cancel when they saw the programming they sought.
Why do they do it? In part, probably because they can — but also because the subscription model doesn’t necessarily match some consumers’ viewing patterns. I know I can go a month, sometimes more than one, without watching any content on some of the subscription video services to which my family subscribes. At some point, consumers who do the same may take a second look at their monthly video subscription fees and question those recurring charges.
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SVOD services have often been likened to an all-you-can-eat buffet. But it turns out some consumers are more interested in a la carte entertainment. They are dancing in and out of services to see just the content they want without paying a big price or without paying anything at all.