Understanding Serial Churners

As we noted in the most recent Antenna State of Subscriptions Report, Serial Churners–individuals who have canceled three or more Premium SVOD services in the past two years–are a growing and active cohort of U.S. streaming subscribers. According to Antenna data, at the end of 2023 nearly one-in-four streaming consumers qualified as Serial Churners, an increase of 42% YoY.

Antenna originally identified the Serial Churner phenomenon back in 2022, but now that Serial Churners comprise a larger portion of the market we thought it made sense to update our definitions to better reflect observed consumer behavior: 

Standard Serial Churner: 3-4 cancels within the past 2 years

Heavy Serial Churner: 5-6 cancels within the past 2 years

Super Heavy Serial Churner: 7+ cancels within the past 2 years

Among all Serial Churners, Antenna found that 42% of these users had canceled a Premium SVOD subscription at least five times in the past two years, and 19% have canceled seven or more times.

Understanding Serial Churners is particularly important because this cohort of consumers drive a disproportionate share of gross additions. Case and point: Serial Churners accounted for all of the acquisition growth in 2023 AND are a major factor in rising churn rates. Serial Churners were responsible for 56.5M Cancels in 2023, up +54.6% YoY, while Cancels by Non-Serial Churners increased 18.5% YoY to 82.8M.

If you’re interested in downloading your own copy of Antenna’s Q1’24 State of Subscriptions Report, you can sign-up to receive it automatically on our homepage

For more detailed information on Antenna’s methodology and definitions of core metrics, please visit http://www.antenna.live/methodology.

Brendan Brady is a Content Strategy Associate at Antenna, a measurement and analytics company providing insight into purchase behavior and subscription metrics across the new media landscape.