New data from Samsung Ads reveals that high-cost sports TV programming, like NFL broadcasts, struggles to retain streaming platform subscribers post-season.
A Samsung survey found that 65% of new subscribers who joined streaming services during the NFL season last fall canceled their subscriptions after the season ended. However, the specific platforms—likely including Amazon Prime Video (“Thursday Night Football”), Paramount+ (CBS simulcasts), Peacock (“Sunday Night Football”), Disney+, and ESPN+ (“Monday Night Football”)—were not disclosed.
The data, drawn from Samsung’s ACR (automatic content recognition) on smart TVs from Q2 2024 to Q2 2025, shows a 28% increase in streamer viewership and 57% more hours per viewer per month during the NFL season (September-December 2024) compared to July-August 2024. Post-season (March 2025 vs. September-December 2024), viewership dropped 33%, with 59% fewer hours per viewer per month.
Subscriber churn was lower in Q4 2024 through January 2025 but rose post-Super Bowl in February 2025.
Streamers likely use their own data to balance sports and non-sports content releases. The NFL’s push for year-round football, including the UFL’s third season in 2026, aims to sustain engagement. Meanwhile, ESPN’s new sports-focused streamer, launching next week at $29.99/month, raises questions about its ability to combat churn given these trends.