Streamed Programming Grows 'Stickier' Among TV Viewers

Data gathered by Samba TV indicates streaming services capture new viewers with marquee content, but the strength of their broader library of programming keeps them hooked. Such retention is important to marketers in reaching consumers who sign up for video-on-demand services with commercial breaks.

Netflix and Disney+, in the first half of the year, were the top two platforms for audience “stickiness,” but most streaming services increased their audience retention. Netflix also showed the biggest gains in retention at 73%, an increase of 19 percentage points from a year earlier. The service added content geared toward Gen Z and young millennials, such as the popular “Ginny and Georgia.”