Industry

A recent study by Digital i analyzing viewer behavior across Netflix, Disney+, Prime Video, and HBO Max in the U.S. and Europe has identified low-friction content as a primary tool for subscriber retention. The data suggests that well-known franchises, family-oriented titles, and major theatrical releases serve as vital subscription stabilizers for infrequent viewers who are at the highest risk of churning.

Digital i defines light viewers as those in the bottom third of account activity, such as those watching 11 minutes or less per day on Disney+. In 2025, while prestige hits like “The Last of Us” reached massive audiences on HBO Max, only 21.4% of that viewership came from this at-risk segment. In contrast, the animated film “Flow” captured a significantly higher density of light viewers at 35%. Similarly, on Disney+, “Hocus Pocus 2” saw 35.5% of its audience come from the light-viewer category, while the NFL Christmas Gameday on Netflix drew 33 million viewers, 30% of whom were infrequent users.

The report also highlights the stabilizing role of movies on Prime Video, where titles like “Wicked: Part I” and “The Super Mario Bros. Movie” ranked high among light viewers. This trend indicates that familiar, high-intent intellectual property is essential to transition passive subscribers into active users, even when services are bundled with other retail benefits.

Elena Mozzato, analyst at Digital i, commented: “The content that prevents churn is not always the content that dominates headlines or breaks overall reach records. Our 2025 analysis shows a clear 'reach vs. retention' gap. While critically acclaimed hits like ‘The Last of Us’ draw massive audiences, it is the 'low-friction' titles - the familiar franchises and theatrical blockbusters - that disproportionately capture light viewers. These titles act as subscription stabilisers; by reducing decision friction for infrequent users, they provide a consistent reason to stay subscribed between major prestige releases.”