Impact of Content and Social Influence on User Retention on Streaming Platforms

Avalo T.; Torrico E.; Rojas-Suarez C. · Smart Innovation, Systems and Technologies (2025) · DOI: 10.1007/978-981-96-3081-3_49

Resumen

The current competitive streaming platform market has created a greater challenge in maintaining subscriber interest. Therefore, this research analyzed user retention in streaming services in Peru, by studying the impact of content availability and social influence on Brand equity. In addition, the study used a quantitative approach with a correlational scope and non-probabilistic sampling. The sample consisted of 400 people aged 18 to 25, all subscribed to more than one streaming platform. The results revealed that content availability significantly impacts how users value one platform over another, while social influence does not impact this process. Furthermore, it was shown that the more users value a platform, the greater their intention to remain subscribed for a longer period. © The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd. 2025.

Instituciones: Universidad Peruana de Ciencias Aplicadas