Consumers Readily Cancel Streaming After Bingeing One Show

According to Samba TV’s survey, U.S. consumers are unlikely to remain loyal to services after bingeing on a program they want to see. Instead, consumers are more likely to participate in “cycling,” aka signing up for a streaming video subscription to watch a show, then cancel once completed, and sign up again later.

Twenty-nine percent of consumers have cycled in the past six months, and 69% plan to cycle in the next six months. Baby boomers are the most loyal at 41%, while Gen Zers and millennials are the least, with 74% and 75%, respectively, stating they plan to move on after watching one show.