Netflix Churn Holds at 2% While Stock Rises Over 5% on Sports, AI Bets

NFLX•2026-06-26

Netflix recorded the lowest monthly subscriber churn at 2% in May for the 12th consecutive month, versus Disney+ at 3% and Hulu at 4%. US streaming subscribers reached an estimated 89.6 million as shares rose over 5% on Friday following expanded live sports programming and AI personalization bets.

1. Subscriber Churn Metrics

Netflix churn remained stable at 2% for May, the lowest among major premium platforms for the past 12 months. Competitors posted higher churn rates—Disney+ at 3%, Hulu at 4%, Paramount+ and others ranging from 5% to 8%—while the weighted average sits at 4%.

2. Subscriber Base Leadership

The service commands an estimated 89.6 million US streaming subscribers, reinforcing its status as a core entertainment channel and a “must have” for consumers. This subscriber base continues to underpin Netflix’s revenue model and market positioning.

3. Stock Reaction to Strategic Initiatives

Shares climbed more than 5% on Friday as investors assessed Netflix’s ramped-up live sports offerings and AI-driven personalization and advertising tools. These initiatives aim to boost engagement, attract new sign-ups, and further reduce churn over the long term.