The streaming wars are getting ever more intense. Reuters published a good look at how all the various services, including Apple, aim to keep subscribers.

Besides spending millions of dollars on library content, media companies are using programming, promotions and other strategies to avoid cancellations, or “churn” in industry parlance, and retain subscribers who are costly to acquire and easy to lose. “Churning off of a service once meant finding the phone number of your cable operator, navigating an automated menu and waiting on hold,” said Rich Greenfield, an analyst at LightShed Partners. “We now live in a world where with a couple of clicks of your finger on your phone, all of the friction from cancellation is gone.” Disney is the only streaming provider that has used a multi-year promotion to lock in subscribers. In August, the company offered new and existing members of its D23 fan club an annual rate of $47 for a three-year commitment to Disney+ – 33% off the standard price.