Samsung Ads latest industry report addresses churn and loyalty in streaming and found that streaming app loyalty is becoming alarmingly scarce.

Among the report’s findings:

Streaming App Loyalty is Not Rare but Scarce:

• Majority of Samsung audiences (64%) are “Super Loyal,” – meaning they use at least 1 app for the majority 10/12 months span

• Despite their limited numbers, Super Loyals are responsible for half of all minutes streamed, making them crucial to any app's success.

Most app users are “rental” audiences—occasional viewers at constant risk of churn.

• Semi Loyal streamers make up 8% of the total audience: these streamers use at least 1 app for 7-9 months out of 12

• Non Loyal Streamers make up 17% of the audience: these streamers do not use any app for more than 6 out of 12 months, making them inconsistent and the most unreliable

Subscription does not equal usage.

• Advertisers who count on past viewing data to predict future audience availability must rethink their streaming strategy.

• Increasing costs across undifferentiated apps are what ultimately drives churn