A Predictor  

What if you could not only categorize your customers based on Affinity and Behavior toward your brand but also predict their next move.

At McQueen Analytics, we explore Brand Momentum—a crucial component of Customer Equity—to help you understand how customer dynamics are shifting and what it means for your brand.

We categorize customers into four key groups:

• Believers - Your most loyal advocates.
• Potential Believers - Customers who are interested but not fully committed.
• Habituals/Hostages - Customers who stick around but may not be enthusiastic.
• Non-Believers - Those who are disengaged or have moved on.

While analyzing the characteristics and revenue contributions of these groups, we also track where customers are headed next—whether towards greater engagement or away from the brand altogether.

Gauging Future Intentions: A Case Study on Streaming Services

In a recent study, we examined Potential Believers for Netflix, Disney+, Paramount+, and Amazon Prime Video. By asking them about their intentions to subscribe in the future, we measured their forward momentum.

• Netflix: +8
• Disney: +13
• Paramount: +13
• Prime Video: +12

This analysis adds a dynamic layer to understanding Potential Believers—showing not just where they stand now but their likelihood to engage further.

We also examined Hostages and Habituals by asking about their likelihood of canceling soon to determine their backward momentum:

• Netflix: -6
• Disney: -4
• Paramount: -6
• Prime Video: -5

Combining both, we can calculate the net momentum for each brand.

Insights into Brand Momentum

Our findings revealed that all the streaming services in the study had positive net momentum, but the details varied:

• Netflix, the industry leader, showed slight positive momentum, supported by low attrition among its Hostages. However, it has fewer Potential Believers to convert.
• Disney+, Paramount+, and Prime Video demonstrated stronger forward intent, with relatively lower attrition, giving them greater momentum in the near term.

Want to Understand Your Brand's Momentum?

McQueen Analytics can help quantify these customers for your brand too.