/

Insights

What is driving user churn in EMEA?

What is driving user churn in EMEA?

user churn
user churn

In the EMEA region, user churn has impacted platforms to different degrees. During the last month of 4Q2023, Apple TV+ stood out as the platform with the highest churn rate in 8 out of 14 countries analyzed. In contrast, Netflix consistently boasted the lowest churn in 12 out of 14 countries. But what is driving users to unsubscribe from some platforms while remaining loyal to others?

When EMEA users were asked about their main reasons for unsubscribing from Apple TV+, financial worries emerged as the leading cause. “Cutting down due to the financial situation” and “it was too expensive” ranked as the top two reasons for discontinuing their subscriptions. When comparing the price of Apple TV+’s and Netflix’s most basic plans these concerns become evident. In 7 out of 8 countries where pricing was a major factor for unsubscribing, Apple TV+’s cheapest plan was pricier than Netflix’s. In these countries, Apple TV+’s least expensive plan averaged USD 9.68, while Netflix’s averaged only USD 7.75. Netflix’s ad-supported plan might be serving as a remedy for user churn by providing a more affordable option for users to prevent cancellations in the region.

Beyond pricing, the limited variety in Apple TV+’s catalog also contributed to churn, highlighting the importance of content diversity in subscriber retention. Unlike Apple TV+, Netflix users mainly valued the platform for its content: the series and movies it offers, as well as its extensive library of titles. User’s perspectives are well-founded: the discrepancy in content offerings between the platforms is considerable in this region. While Netflix boasts over 11K movies and 3K series in its library, Apple TV+ has a significantly smaller catalog, with only 83 movies and 167 series available. Moreover, Netflix’s 2023 releases totaled 1209 titles, while Apple TV+’s content launches in the same year were only 5% of that amount. As far as the year goes, Netflix has already launched a total of 292 contents, while Apple TV+ only 25.

Understanding the factors driving user churn is crucial for platform providers. Addressing pricing concerns and enhancing content offerings might be a good starting point for streaming platforms to bolster subscriber loyalty in the EMEA market.

Powered by BB Media, a Fabric Data company

Read More Articles

We're constantly pushing the boundaries of what's possible and seeking new ways to improve our services.

Origin Nexus Entertainment Search API with StartDateStart and StartDateEnd date range filters applied, returning a list of movies and TV titles with upcoming streaming availability dates across major U.S. platforms.

May 11, 2026

Filter Content by Streaming Availability Dates with the Origin Nexus API

Developers can now filter movies and TV titles by the date they become available on streaming platforms, using two new Origin Nexus API parameters. Here is what you can build with them and why availability-date filtering changes how audiences discover content before it starts trending.

Illustration showing three separate department systems, distribution, marketing, and rights management, each holding a different version of the same content record, contrasted with a single unified metadata platform feeding all downstream systems from one authoritative source.

May 7, 2026

Your Metadata Has More Than One Version of the Truth. That's the Problem.

When three departments each maintain their own record for the same title, none of them wrong but none of them the same, the real cost isn't the occasional incident. It's the permanent overhead of a metadata environment nobody fully trusts. Here's what a genuine source of truth looks like and what it takes to build one.

Illustration showing a media operations workflow moving from fragmented manual coordination across email, spreadsheets, and verbal handoffs to a structured, automated system with centralized job tracking and task progression.

May 6, 2026

Media Workflow Automation: How Modern Facilities Are Eliminating Manual Handoffs

Manual handoffs are not just an inconvenience in media operations — they are a structural cost that scales with every job, every team member, and every new client. Here's how modern facilities are replacing coordination overhead with automated workflows, and what that shift looks like in practice.

World map highlighting global streaming platform developments for April 2026, including new launches in Argentina, Brazil, Germany, India, and the United States, HBO Max's European and Indian expansion, AVOD updates across North America, and sports rights shifts in Central America and Europe.

May 5, 2026

The Streaming Moves That Mattered in April 2026

April 2026 reshaped the global streaming map in ways that matter beyond the headlines. HBO Max completed its European rollout, AVOD platforms consolidated around clear winners, sports rights redrew regional competition in Central America and Europe, and niche platforms continued carving out specific audiences. Here's what the month's moves mean for content strategy and distribution planning.

Xytech X2 benefits

May 4, 2026

What ScheduALL Got Right About Transmission — and Where Xytech’s X2 Goes Further

ScheduALL built its reputation in broadcast by solving a genuinely hard problem: transmission scheduling that understands how resources relate, not just whether they are individually available. Xytech's X2 Transmission replicates that relational foundation and goes further, adding a cloud-native architecture, a Network Visualizer, and an AI scheduling layer that changes what experienced transmission teams can accomplish in a day.

A layered pyramid or stacked diagram showing the five metadata types from bottom to top

Apr 30, 2026

Metadata: The Hidden Engine Behind Every Streaming Recommendation

Metadata is the hidden engine behind every streaming recommendation. For platforms competing on content discovery, the quality, depth, and normalization of movie and TV metadata — from genre tags and contributor records to thematic enrichment and availability windows — determines whether recommendation engines surface the right title or settle for a generic list. This post breaks down the layers of entertainment metadata that matter most, why sparse or inconsistent data produces shallow discovery experiences, and how continuous enrichment pipelines are the only scalable answer to keeping a catalog current. If your platform's engagement metrics aren't where they should be, your metadata infrastructure is worth examining.

Ready to take your data to the next level?

Copyright © 2026 Fabric. All Rights Reserved

Powered by AWS

Ready to take your data to the next level?

Copyright © 2026 Fabric. All Rights Reserved

Powered by AWS

Ready to take your data to the next level?

Copyright © 2025 Fabric. All Rights Reserved

Powered by AWS

Ready to take your data to the next level?

Copyright © 2025 Fabric. All Rights Reserved

Powered by AWS