Introduction
Consumers have more than 2,000 streaming services to choose from, thus
leading to increased subscriber churn. However, focusing on churn alone
misses the point, as churn is a symptom of a deeper, more critical issue. T o
reduce it, the industry should concentrate on building loyalty.
Our latest report, “Streaming’s Loyalty Crisis,” addresses churn and loyalty in
streaming by analyzing the regularity of streaming app usage across the
Samsung Smart TV footprint of more than 74 million TVs during the full 12-
month period of 2024.
Samsung's unparalleled first party data helps you understand exactly how
your target audience is watching their favorite content and helps you
achieve your reach and frequency goals.
Source: Samsung Proprietary Smart TV Data, U.S. Full Year 2024
samsungads.com Get in touch at adsales@samsung.com
Streaming’s Loyalty Crisis
While most in the industry are concerned with subscription status, we
focus on app usage, as that ultimately determines whether someone
unsubscribes. On average, for every active user an app has, there are 7
users who have churned out in the prior 12 months. Churn is heavily
influenced by increasing costs across undifferentiated value propositions.
TV starts with
streaming
Nearly three-quarters
of all TV time is now
streamed.
But where Americans’ linear behavior was consistent and predictable, their
streaming behavior is volatile and unreliable. Streaming is content-
oriented, and viewers seek out the latest show with little loyalty to the
apps the shows appear on.
Streaming App
churn continues
to increase
Subscription ≠ Usage.
Share
of time 71%
Streaming
29%
Linear
samsungads.com Get in touch at adsales@samsung.com
Source: Samsung Proprietary Smart TV Data, U.S. Full Year 2024
samsungads.com Get in touch at adsales@samsung.com
App loyalty:
A new segmentation for new behaviors
66%Super Loyals
Active in an App for 10–12 Months
7%Semi Loyals
Active in an App for 7–9 Months
15%Non Loyals
Active in an App for 1–6 Months
11%Non Streamers
7.5Total number
of apps used
2.7Number of
apps loyal to
4 hrs
4 mins
Time spent
with TV per day
Loyalty is not rare, but it is scarce
The majority of Samsung Smart TV viewers
are Super Loyal, however, that loyalty is
limited. Super Loyal viewers use nearly 8
apps but are loyal to fewer than 3.
Super Loyals account for the majority of
streamed viewing, making them key to a
streaming app’s success.
Advertisers should drive preference among
this group by focusing on brand-building
and differentiation using a combination of
native and CTV ads to deliver the right
message at the right time.
Share of
streaming
hours
97% 2% 1%
Super Loyals Semi Loyals Non Loyals
Source: Samsung Proprietary Smart TV Data, U.S. Full Year 2024
66% 7% 15% 11%
And while focusing on loyalty is key, so is choosing the right advertising
partner to help turn loyalty from vision into reality. By working with
Samsung Ads, brands can unlock scaled reach, and a deep understanding
of audience behavior through first-party insights, turning viewers into
Super Loyals from the start.
samsungads.com Get in touch at adsales@samsung.com
Rather than focus on churn,
it’s time to think about loyalty.