Retention
Retention measures a platform’s ability to keep users engaged and active over time after their initial signup or first interaction.
What is Retention?
Retention refers to the percentage of users who continue using a platform over a defined period of time after their first visit, signup, or subscription.
Retention in OTT platforms
In OTT and streaming platforms, retention is driven by consistent content consumption, personalized recommendations, smooth playback experience, and perceived value from subscriptions or free content.
How retention is measured
Retention is commonly measured using metrics such as Day 1, Day 7, Day 30 retention, monthly active users, and returning viewers over time.
Retention vs churn
Retention and churn are inverse metrics. High retention indicates strong user engagement and satisfaction, while high churn signals users leaving the platform.
Why retention matters for growth
Improving retention reduces acquisition costs, increases lifetime value, and creates a sustainable growth engine for OTT platforms by building long-term viewer relationships.