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Deloitte Global predicts that, in 2022, at least 150 million paid subscriptions to streaming video-on-demand services will be cancelled worldwide, with churn rates of up to 30% per market.

Looking at estimated lost revenue for four of the top SVOD platforms in the United States due to churn, in April 2021, HBO Max lost $33.1 million, Netflix $17.3 million, Hulu $15.1 million and Disney+ $14.7 million, according to Wurl.

The aggressive marketing of new streaming services is providing consumers with more incentive to cut the pay TV cord and sign up for new services, but subscriber churn has become an increasing problem for streaming service providers, according to Interpret.

Churn rates for OTT and vMVPD services dropped as consumers shift to online video sources for their entertainment. The announcement serves as one of Parks Associate's topics for the fourth annual Future of Video: OTT, Pay TV, and Digital Media.

Less than half of total US broadband households have opted for a free trial, with the majority later agreeing to pay for the service. Overall churn rates are at 40%, while the average household spends USD 16 per month on OTT services.