Examining Segmentation Around Streaming App Loyalty

A glut of streaming services bursting onto the scene over the past five years have led to a fractured TV viewership marketplace, and some recent consolidation. But research from Samsung Ads shows that the sheer number of choices has given rise to audience segmentation that follows along different approaches to app loyalty.

• Just 64% of TV viewers are "super loyal" to a given app (active there for 10-12 months).
• Meanwhile, 25% are either semi-loyal (active for 7-9 months) or non-loyal (active for 1-6 months), creating a churn issue that services are continually chasing for years now.
• Samsung Ads shares that even for "super loyal" users, loyalty is still limited. Super loyal viewers use 7.7 streaming apps, but are loyal to just 2.6 of those; an indication of the number of choices available, but also just the pure hours in the day to stream programming.