Showtime, Starz, Paramount+ At Greatest Risk For Churn: UBS Survey
- by Karlene Lukovitz @KLmarketdaily, June 30, 2021
Showtime, Starz and Paramount+ are among the streaming services that could be at greatest risk for subscriber churn as pandemic restrictions ease and people spend less time glued to the big screen, while HBO Max and Netflix may be at least risk, a newly released survey from UBS Evidence Lab …
2 comments about "Showtime, Starz, Paramount+ At Greatest Risk For Churn: UBS Survey".
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Judging by the size of the numbers, I assume that the base for the respectve churn rates is current subscribers of each service. If that's the case, then we need to consider the size of the subs base as well as the percentage that may cancel. For example a service with 20 million subs may have a 30% churn rate---which means that about 6 million may dump it. And a service with 60 million subs may have a seemingly much smaller intended churn rate of only 10%---but that means that it, too, will loose 6 million subscribers.
Sorry, but these data are inaccurate and once again indicative of when a trade magazine reports on a research report and does no critical questioning.
The researchers start with n=2000 people and ask them which streaming services they subscribe to, and if they are going to drop it.
No mention of time frame for dropping it. When? Like in the next week? Next month? Or the next year? No information on that.
Bob Bakish says that Showtime has maintained their 4% share, corroborating Antenna’s data. That means that only 4% of the 2000 respondents has Showtime and were asked about dropping it.
That, my friends, is 80 people. And the amount of “error” surrounding the next statistic – the small percentage who said they will drop Showtime, in this sample of 80 people is, well, HUGE.