According to new data from consumer measurement platform Antenna released on Tuesday, US subscriber churn — or the act of paying users abandoning their streaming plans — was elevated last month when compared to the year-ago period.
Across all streaming platforms, churn in July stood at 6%, higher than the 4.7% seen in the same month last year. Churn rose for every major streaming service except for one: Netflix
Antenna’s data showed churn rates eased slightly, to 3% from 3.1%, for Netflix despite the company rolling out its controversial password-sharing crackdown.
Others weren’t so lucky. Apple TV+ saw its churn rate jump to 6.4% last month versus 5.5% in July 2022. Churn rates for Disney’s service rose to 4.6% compared to 4.0% in the year-ago period, while the churn rates for Hulu, Max, and Peacock climbed by 0.8%, 1.1%, and 1.5%, respectively.
Overall, Lionsgate’s Starz had the highest monthly churn in July compared to other major streaming platforms at a rate of 11.9%, followed by Peacock at 8.7% and Paramount+ at 7.4%.
