Besides spending millions of dollars on library content, media companies are using programming, promotions and other strategies to avoid cancellations, or 'churn' in industry parlance, and retain subscribers who are costly to acquire and easy to lose. — Reuters
When Apple Inc's video streaming service made its debut on Nov 1, it came with US$2bil (RM8.26bil) worth of original programming – a feature widely considered to be the most powerful magnet for new subscribers.
But for Apple TV+ and its rivals, whose monthly subscriptions are cheaper than traditional cable packages, keeping viewers is a huge challenge.
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