Younger Consumers Are Most Likely To 'Churn And Return' To Subscription Video


Delight Insight’s “Deloitte’s 16th yearly Digital Media Trends” survey reveals that 25% of U.S. consumers have canceled a streaming video service and resubscribed to the same service within the past 12 months. The study found that Generation Z and millennials were more than likely to leave and return.

The popularity of user-generated content from social video apps like TikTok has affected media consumption habits, with 4 in 10 (41%) of U.S. respondents saying they spend more time watching UGC than they do TV shows and movies on streaming services. That view increases to almost 60% among Gen Z-erss and millennials.