Brand equity: The ultimate antidote to churn

Here’s the proof: Netflix and Amazon Prime Video enjoy similar penetration, but the latter bleeds subscribers rampantly. Why is that? Kantar BrandNow has the answer.

Two streaming services with similar penetration levels enjoy different churn rates. Why is that? Amazon Prime Video has an effective brand activation (bundled-up free shipping), but their brand equity levels lag behind Netflix’s. How can Amazon Prime Video maintain their “unfair” activation advantage and reduce their churn rates?

This article was published exclusively on on July 25, 2023.