Nearly one-third of US streaming sign-ups recorded between February 2024 and January 2025 landed in the festive window from November to January, according to new research from Ampere Analysis.
The study points to Black Friday as a major contributor, with 8 of the top 10 US streamers running promotional deals in 2024, offering savings ranging from $20 (€17) to $108 (€92).
However, Ampere says promotions alone are not translating into stickier customers: only 3 services delivered stronger retention for subscribers acquired during the Black Friday period (24 November to 2 December) than those signing up at other points in the year.
Instead, the research suggests deal mechanics matter. Higher-value discounts were linked to better long-term engagement, and offers running for more than 6 months consistently reduced churn.
Price remains the pressure point. Ampere’s Q3 2025 consumer survey found 57% of US respondents cite cost as a key reason for cancelling, underlining the challenge of converting seasonal bargain-hunters into longer-term subscribers.
Ampere research manager Olivia Deane said keeping festive sign-ups “requires a broader, more considered strategy” built around clear ongoing value as well as promotions.
Source: broadbandtvnews.com
