Research from Ampere Analysis shows that nearly one-third of US streaming sign-ups occur between November and January, but long-term customer retention hinges on deal structure and perceived value, not promotions alone.

Black Friday – the major shopping day after Thanksgiving in the US – is a significant driver of the festive spike, with eight of the top 10 US streamers launching deals in 2024, offering savings ranging from $20 to $108. However, only three achieved stronger customer retention among those acquired during the November 24th – December 2nd window than during the rest of the year.

Further key findings include: 

• Deal structure is a powerful influence on retention. Higher-value savings had a more positive influence on long-term engagement, and promotions lasting more than six months consistently reduced churn.
• Price sensitivity remains a key challenge. Ampere’s Q3 2025 consumer survey found that 57 per cent of US respondents cite cost as a key reason for churning, reinforcing the need for a festive strategy that blends strong content, well-built promotional mechanics, and demonstrable ongoing value.

Olivia Deane, Research Manager at Ampere Analysis, commented: “The festive period continues to stand out as a critical moment for US streamers, but while promotional activity plays an important role, analysis shows that winning – and keeping – festive consumers requires a broader, more considered strategy. Platforms that combine well-structured seasonal offers with strong content, and clear ongoing value are best placed to turn festive acquisition into long-term retention.”

Other posts by :

1. Norway wants a satellite constellation
2. Crossroads backs AST SpaceMobile
3. FCC examines SpaceX’s 15,000 sat-constellation plan
4. EchoStar: “Severe uncertainty” led to spectrum sales
5. Netflix gets downgrade on Warner Bros move
6. UK trims Orbex investment
7. Euro-bank sets up €500m space fund
8. Revenue jump forecast for Eutelsat
9. Moody’s upgrades Eutelsat’s debt rating

Categories: Headline, Markets, Premium, Research, VOD

Tags: Ampere Analysis, svod, usa