The average monthly churn rate reached 5.8% in September -- up from an average 4.5% in 2021, 4% in 2020 and 3.2% in 2019.

Once Disney owns 100% of Hulu, a combined streamer would dominate popular titles in the U.S., and offer a more diverse catalog to attract and retain customers.

About 37 million U.S. households now use at least one AVOD or FAST, per Parks Associates research.

Separately, in a test, Shorts beat TikTok, Instagram Reels and Pinterest Ideas at driving traffic to a B2B website.