New VIP+ Analysis: Of the major SVODs, Disney+ and Peacock noticeably struggled to retain subs in August, Commerce Signals data suggests.
The churn rate is ratio of lost subscribers to existing subscribers.
Lost subscribers, in the case of Disney+ in August 2021, would refer to consumers that were charged by Disney+ between August 2020 and July 2021 but weren’t charged last month. Existing subscribers would refer to consumers that were charged by Disney+ between August 2020 and July 2021. Commerce Signals formulates its OTT insights by gathering the credit and debit transactions of 40 million U.S. households. The company tracks consumer spending across all devices but doesn’t track Apple TV+ subscriptions or subscriptions that aren’t purchased directly from SVODs .
The amount of subs that SVODs gain from avenues like TV providers vary but is likely substantial for some. For example, over 70% of HBO Max’s subs came from “ ” agreements as of end of Q2 2021. Still, Commerce Signals’ data spanning 40 million households helps provide a meaningful indication on the SVOD habits of U.S. consumers.A recent lack of marquee content is likely to blame for Disney’s August subscriber retention woes. While early 2021 saw Disney+ drop big series like “
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