Observed Signal · Jun 3, 2026 · Acquisition · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Ampere Acquires PlumResearch to Monetize Season Gaps
Ampere Analysis, a London-based market data and analytics firm focused on media, games and sports, acquired behavioral measurement provider PlumResearch on May 27, 2026. PlumResearch tracks roughly 21 million panelists across 37 million devices in 75+ markets and offers a Showlabs product that measures between-season behaviours (reactivation, completion, binge patterns, platform share). Ampere says combining its title-level market sizing with PlumResearch’s device‑agnostic, profile‑per‑subscriber data will let platforms connect audience activity during long gaps between seasons to engagement spikes and churn, creating monetization opportunities for dormant titles. The page also references Ampere’s June 2026 coverage “Mind the Gap,” which highlights that average gaps between seasons rose from 12 months (2020) to 21 months (2025).
The acquisition combines title-level market data with behavioral panel measurement, improving streaming measurement of between-season behavior, reactivation and churn—valuable for platform retention and advertiser measurement but not an industry-shifting policy or major-platform technical change.
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Key Takeaways & Evidence Grounding
- Ampere Analysis is a market-leading data and analytics firm specializing in the media, games and sports sectors.
- Headquarters: London, England.
- On May 27, 2026 Ampere acquired behavioral measurement provider PlumResearch.
- PlumResearch tracks roughly 21 million panelists across 37 million devices in 75+ markets and offers a Showlabs product measuring between-season behaviours.
- Ampere reported the average gap between seasons of scripted streaming originals rose from 12 months in 2020 to 21 months in 2025.
Connected Companies & Entities
9 Entities mapped“Ampere Analysis published that finding on May 27th. The same day, it acquired PlumResearch, a behavioral measurement platform tracking 21 mi...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
“Profile-per-subscriber data across 75 markets and 11 major streaming platforms including Netflix, Max, Disney+, Amazon, Apple TV, Peacock, H...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Study: Hit Shows Drive 'Serial Churn' in Streaming
A Parks Associates study published Jan 28, 2026 finds that programming-driven behavior is the primary cause of subscriber turnover in the crowded U.S. streaming market. While 32% of consumers say they subscribe to access a specific program, 23% cancel as soon as they finish that show, producing a “serial churn” pattern that shifts the competitive battleground from acquisition to retention. The report highlights wide variance in platform loyalty—Netflix scores highest on NPS by using a broad content library, Peacock scores lowest due to one-off live-event signups, and services like HBO Max sit in the middle. With 91% of U.S. households paying for an average of six services and smart TVs now the dominant screen, the study recommends building evergreen libraries, bundled offers, and tighter OS-level integration to reduce churn and improve lifetime value.
Streaming Market Matures: 'Churn Is The New Acquisition'
At the Conecta industry conference in Magaluf, panelists argued the global streaming market is maturing: subscriber counts still grow but net additions are slowing, shifting strategy from aggressive acquisition to subscriber retention and management. Jonathan Broughton summarized the shift with the phrase “Churn is the new acquisition.” As growth becomes more costly, streamers increasingly pursue bundles, partnerships and ad-supported revenue, and focus on longtail library usage and niche programming to prevent cancellations. Content that prevents churn tends to be evergreen, comedy and children’s shows, and older seasons of drama series. The panel positioned niche, specialised content and stronger subscriber-management as priorities for long-term sustainability, contrasting with some platforms that continue to prioritise mainstream hits.
Holiday Streaming Deals Drive Sign-ups but Fuel Churn
Research from Ampere Analysis reported by State of Streaming finds the U.S. holiday season generates roughly one-third of streaming sign-ups, driven largely by Black Friday promotions. However, discount-driven subscribers show high churn: eight of the top ten U.S. streamers ran promotions in 2024 but only three retained new users at better rates than year-round acquisitions. The analysis highlights that deeper savings and offers longer than six months improve retention, while price sensitivity — with nearly 60% of U.S. users citing cost as a key reason for cancelling — undermines long-term loyalty. The article notes the industry pivot toward retention strategies, including service bundles, as platforms respond to rising churn and the limits of promotional acquisition tactics.
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