• by Wayne Friedman , October 2, 2018

One new research report says some major on-demand subscription video services are losing more subscribers than gaining.

The so-called “churn rate” --  the percentage of subscribers who cancel or don't renew their subscriptions during a given time period -- is growing for some popular services.

U.K.-based Juniper Research says Amazon Prime has a 2.9% churn rate, while HBO Now comes in at 19.2% in key markets such as the U.K. and the U.S. It says “abandonment rates outpace adoption” for some services.

However, Juniper also notes that Netflix has positive adoption rates in both the U.S. and U.K, 6.3% and 7.7%, respectively.

The research company did not elaborate on other on-demand video services or reveal research data-gathering specifics in its press release.

The negative rates, according to Juniper analysis, can be attributable to some consumers having too many SVOD subscriptions. Respondents in China and the U.S. average around three subscriptions each, Juniper says, with subscribers in the U.K. at 2.5 average.

According to latest estimates, Netflix now has 55 million U.S. subscribers, while Hulu has around 20 million. HBO Now has around 5 million.

Amazon says its Amazon Prime -- which incorporates all retail activity on its e-commerce site including video -- has 100 million worldwide subscribers.

In his annual letter to shareholders this past April, Jeff Bezos, chairman/chief executive officer of Amazon, for the first time cited a specific subscriber number for Amazon Prime. He said “Prime Video continues to drive Prime member adoption and retention.”

In one projection, Reuters says around 26 million people in the U.S. stream videos on Amazon Prime.