--- title: Brand Hostages - Who's On The Way Out description: Everyone wants to look at Brand Health. This looks at the future breakdown to examine Brand Health more closely. image: https://24436582.fs1.hubspotusercontent-na1.net/hubfs/24436582/AI-Generated%20Media/Images/An%20image%20of%20the%20word%20Brand%20white%20lettering%20with%20a%20blue%20background%20in%20the%20center.jpeg --- [Skip to content](https://mcqueenanalytics.com/blog/hostages#main-content) [![MCQ BG 1](https://24436582.fs1.hubspotusercontent-na1.net/hub/24436582/hubfs/MCQ%20BG%201.png?width=350&height=63&name=MCQ%20BG%201.png)](https://mcqueenanalytics.com) - [Home](https://mcqueenanalytics.com) - [Expertise](https://mcqueenanalytics.com/expertise) Show submenu for Expertise - [Non-Profit / Donor Analytics](https://mcqueenanalytics.com/donor-analytics) - [Data Science](https://mcqueenanalytics.com/data-science) - [Data Engineering](https://mcqueenanalytics.com/data-engineering) - [Integrated Insights Platforms](https://mcqueenanalytics.com/products) - [Solutions](https://mcqueenanalytics.com/solutions) Show submenu for Solutions - [Customer Equity](https://mcqueenanalytics.com/customer-equity) - [Brand Driver](https://mcqueenanalytics.com/brand-driver) - [Tracking](https://mcqueenanalytics.com/brand-tracking) - [Motivation](https://mcqueenanalytics.com/motivation) - [Target Segmentation](https://mcqueenanalytics.com/target-segmentation) - [Blog](https://mcqueenanalytics.com/blog) - [About Us](https://mcqueenanalytics.com/about-us) - [Meet the Founder](https://mcqueenanalytics.com/meet-the-founder) - [Contact](https://mcqueenanalytics.com/contact) Open main navigation Close main navigation - [Home](https://mcqueenanalytics.com) - [Expertise](https://mcqueenanalytics.com/expertise) Show submenu for Expertise - [Non-Profit / Donor Analytics](https://mcqueenanalytics.com/donor-analytics) - [Data Science](https://mcqueenanalytics.com/data-science) - [Data Engineering](https://mcqueenanalytics.com/data-engineering) - [Integrated Insights Platforms](https://mcqueenanalytics.com/products) - [Solutions](https://mcqueenanalytics.com/solutions) Show submenu for Solutions - [Customer Equity](https://mcqueenanalytics.com/customer-equity) - [Brand Driver](https://mcqueenanalytics.com/brand-driver) - [Tracking](https://mcqueenanalytics.com/brand-tracking) - [Motivation](https://mcqueenanalytics.com/motivation) - [Target Segmentation](https://mcqueenanalytics.com/target-segmentation) - [Blog](https://mcqueenanalytics.com/blog) - [About Us](https://mcqueenanalytics.com/about-us) - [Meet the Founder](https://mcqueenanalytics.com/meet-the-founder) - [Contact](https://mcqueenanalytics.com/contact) [All posts](https://mcqueenanalytics.com/blog/all) January 8, 2025 # Brand Hostages - Who's On The Way Out ![Picture of Chris Podehl](https://24436582.fs1.hubspotusercontent-na1.net/hub/24436582/hubfs/Pic.jpg?width=50&name=Pic.jpg) By  [Chris Podehl](https://mcqueenanalytics.com/blog/author/chris-podehl)  ·  1 minute read # Preventing the Slip of Easy Money There was something that initially convinced your customers to buy and believe in your brand. But that value has eroded now and they may only be buying out of Habit.  The next step is determining who is thinking about dropping, and what can be done to retain them, before the Hostage breaks free.   ## $81 million at stake #### **Case Study: Hostages within Streaming Providers** Each streamer has a portion of their subscribers that consider getting out. ![](https://24436582.fs1.hubspotusercontent-na1.net/hub/24436582/hubfs/image-png-Dec-10-2024-01-45-24-6207-PM.png?width=722&height=387&name=image-png-Dec-10-2024-01-45-24-6207-PM.png) Netflix has 12% of their users on the cusp of canceling, which compares to 15% for Disney+, 13% for Paramount+, and 18% for Prime Video. There's a Churn Risk that could be calculated here as well, which for Netflix is at 20% (Taking the 12% hostages divided by the 59% of total customers). That could be $81 million dollars of revenue at risk. Netflix is better positioned here against fellow large streamers. ![](https://24436582.fs1.hubspotusercontent-na1.net/hub/24436582/hubfs/image-png-Dec-10-2024-01-56-09-5279-PM.png?width=609&height=504&name=image-png-Dec-10-2024-01-56-09-5279-PM.png) Showing the strength of their poll position, [Netflix here has far more solid Believers](https://mcqueenanalytics.com/blog/potential-believers) than possible Hostages looking to leave. That threat is much larger for the competition. They have a larger share of subscribers that would look to bail for better content, price, or experience. #### **Retaining These Hostages** As previously explored in posts on [Customer Equity](https://mcqueenanalytics.com/blog/next-for-brand-management) and [Affinity/Behavior](https://mcqueenanalytics.com/blog/affinity-and-behavior), these Habituals/Hostages may need a simple remedy to stay. In this case, some of these hostages could say they: - want the newest movies and shows faster. - need access to premium network shows. - think streaming services should replace cable TV entirely. - want one unified streaming platform service. #### **Focus of Attention** Fortunately, for Netlfix, that $81 million of potential risk is the easiest population to reach as current customers. Answering their concerns to revert value back to the brand can be much more affordable than converting new customers. Quicker access to premium content would satisfy the small portion of Netflix subscribers with one eye squinted elsewhere, which would bolster their behemoth status in the streaming industry today. Now, paired with [$20 million in potential revenue to add](https://mcqueenanalytics.com/blog/potential-believers) from high affinity near-customers, resources can be appropriately allocated to maximize equity within the customer base.   Interested in this analysis for your customer segments too? #### McQueen Analytics can help quantify these customers for your brand too.   ### Want to see the Full Customer Equity Report?   Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://mcqueenanalytics.com/blog/hostages) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://mcqueenanalytics.com/blog/hostages) [twitter icon](https://twitter.com/intent/tweet?url=https://mcqueenanalytics.com/blog/hostages) [pinterest-p icon](http://pinterest.com/pin/create/link/?url=https://mcqueenanalytics.com/blog/hostages) [envelope icon](mailto:?body=https://mcqueenanalytics.com/blog/hostages) ## Related posts [![Many people stand on a stage in awe of the brand news announcement](https://24436582.fs1.hubspotusercontent-na1.net/hubfs/24436582/AI-Generated%20Media/Images/Show%20an%20item%20called%20Brand%20with%20people%20looking%20on%20in%20amazement%20and%20wonder.jpeg)](https://mcqueenanalytics.com/blog/next-for-brand-management) [Customer Equity](https://mcqueenanalytics.com/blog/tag/customer-equity) ### [What's next for Brand Management?](https://mcqueenanalytics.com/blog/next-for-brand-management) [![](https://24436582.fs1.hubspotusercontent-na1.net/hubfs/24436582/AI-Generated%20Media/Images/Show%20an%20image%20using%203D%20model%20art%20of%20a%20splitframe%20picture-1.jpeg)](https://mcqueenanalytics.com/blog/affinity-and-behavior) [Customer Equity](https://mcqueenanalytics.com/blog/tag/customer-equity) ### [Affinity and Behavior - Parsing Value in Your Customer Market](https://mcqueenanalytics.com/blog/affinity-and-behavior) [![](https://24436582.fs1.hubspotusercontent-na1.net/hubfs/24436582/AI-Generated%20Media/Images/Show%20an%20image%20of%20a%20person%20opening%20a%20door%20and%20handing%20out%20cups%20of%20coffee%20to%20people%20walking%20up%20to%20the%20door-2.jpeg)](https://mcqueenanalytics.com/blog/potential-believers) [Customer Equity](https://mcqueenanalytics.com/blog/tag/customer-equity) ### [Brand Potential Believers - Who is Ready to Come in?](https://mcqueenanalytics.com/blog/potential-believers) © McQueen Analytics   ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Chris Podehl", "url" : "https://mcqueenanalytics.com/blog/author/chris-podehl" }, "dateModified" : "2025-01-08T14:23:31.263Z", "datePublished" : "2025-01-08T14:23:31.000Z", "headline" : "Brand Hostages - Who's On The Way Out", "image" : [ "https://24436582.fs1.hubspotusercontent-na1.net/hubfs/24436582/AI-Generated%20Media/Images/An%20image%20of%20the%20word%20Brand%20white%20lettering%20with%20a%20blue%20background%20in%20the%20center.jpeg" ], "mainEntityOfPage" : { "@id" : "https://mcqueenanalytics.com/blog/hostages", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject" }, "name" : "McQueen Analytics" } } ``` ```json { "@context" : "http://schema.org", "@type" : "Article", "author" : { "@type" : "Person", "name" : [ "Chris Podehl" ], "url" : "https://mcqueenanalytics.com/blog/author/chris-podehl" }, "datePublished" : "2025-01-08T14:23:31+0000", "description" : "Everyone wants to look at Brand Health. 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