👁 Blockbusters Keep “Lazy” Viewers Hooked
Analysts at Digital i have found what kind of content helps streaming services retain their audiences.
The biggest risk group for churn is made up of so-called “light viewers” — those who spend less than 50 minutes a day watching. It turns out they’re not drawn by prestige dramas but by accessible, “easy to watch” content.
On Disney+, hits like Deadpool & Wolverine and Hocus Pocus 2 attracted more than 30% of these light viewers — a kind of safety net that gives them a reason not to cancel their subscription.
On HBO Max, The Last of Us drew 19 million viewers, but only 21% of them were in the at-risk category. Meanwhile, a modest animated film, The Stream, pulled in 35% of the “lazy” audience.
Netflix’s Christmas NFL games reached 33 million viewers, 30% of whom were inactive users. Live events bring them back to the platform, while returning hits make them stay.
Experts call this type of programming “low-friction content”: when a user doesn’t have to agonize over what to watch, they choose a familiar title—and remain engaged with the service.
