Fans had to wait an average of 21 months for their favorite SVOD scripted originals to come back last year, up from 12 months in 2020, Ampere Analysis has found, threatening potential churn if platforms aren't able to maintain engagement.

HBO Max had 1.5 million sign-ups in the first five days of its U.K. launch, according to Ampere Analysis, with its Sky bundle key to early subscriptions.

Doing a deep dive into audience behavior at Netflix, Disney+, Prime Video, and HBO Max in the U.S. and Europe, Digital i has found that "low-friction" content—franchises, kids' and family fare, and big movie releases—are key to retaining infrequent viewers that are likely to churn.