All streaming services have deep knowledge of what happens on their platform and use this intelligence to inform a variety of programming and UX strategies with the goal of keeping viewers engaged and subscribed. But when it comes to understanding what various subscriber cohorts are watching on other platforms, these same services are largely flying blind.
Using Subscriber Views, Antenna can cohort subscribers in numerous ways, so streamers can understand what and how frequently different groups of consumers are watching elsewhere.
One important cohort are the subscribers most likely to cancel a service. Understanding what these “Vulnerable Subscribers” are watching on other services can help a streamer uncover moves to increase their loyalty.
Disney+ is an interesting example. Antenna segmented Disney+’s Vulnerable Subscribers, defined here as subscribers in months 2-6 of their tenure, into two groups: those who view kids’ programming versus those who do not. Between March and August 2025, when these Vulnerable Subscribers who don’t engage with kids’ programming weren’t watching Disney+, they were watching hit shows on Amazon Prime and Netflix.
Action, superhero, and sci-fi titles were among the most popular with these Vulnerable Disney+ subscribers. Some 18% of this Disney+ cohort watched Reacher (Amazon Prime). They were also 3.2x more likely than the typical Netflix viewer to watch The Electric State (Netflix).
But what about those Disney+ Vulnerable Subscribers who do watch kids’ titles? What are they watching elsewhere? Lots of kids’ titles on Netflix.
Despicable Me 4 (Netflix) in March 2025 had the greatest reach, with 20% of this group. These Disney+ users were also 5x more likely to watch Bee Movie (Netflix) than the typical Netflix viewer.
Disney recently announced that it had secured exclusive streaming rights to Cocomelon upon its term with Netflix ending. By adding Cocomelon to its kids' library, like Bluey and Mickey Mouse Clubhouse, they are creating additional opportunities to keep viewers engaged.
If you’re interested in learning more about Subscriber Views, let us know – we’d love to talk.
