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Sticky Situation : Children’s Programming Driving SVOD

 

Kids are coming to streaming media at a rapid clip, and represent a growing percentage of users. Research shows that churn rates for SVOD are higher than for cable. In part, video on demand streaming services make it relatively painless and non-punitive to drop out and rejoin. While they don’t generally disclose data, one might guess that subscriptions rise in the weeks before a major debut, drop once people have binged the new offering, and rise again when the next “must see” series comes along.

What might keep them from leaving? Perhaps avoiding the disappointment of a toddler who can no longer find that favorite episode of Daniel Tiger or Doc McStuffins or, for that matter, Sesame Street. It may still be available on a channel site or other subscription service, but kids are creatures of habit.

20% of families responding to the survey on behalf of 2- to 4-year-old children have changed video service providers in the past 12 months. That’s at least 5 percentage points higher than parents of any other age group (5-7, 8-10, 11-15). Across all ages, homes with VOD outstripped overall households in changing services.

Read the entire story here.

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