The news: Rewards app Fetch and measurement platform Kochava teamed up to offer loyalty rewards to streaming users, per Marketing Brew.

• Loyalty+ users can earn points from streaming movies or series, watching specific episodes, or downloading streaming apps.
• Subscription video on demand (SVOD) services can offer incentives based on their chosen KPIs.
• Points can be redeemed for gift cards or charity donations.

The program is designed to increase viewership and lower streaming churn levels. Loyalty+ could be deployed across all major streaming platforms—including Disney+, Hulu, Amazon Prime, YouTube TV, and more—reaching consumers at multiple touch points in their viewing experience.

Key stats: 39% of consumers have canceled an SVOD service in the past six months, per Deloitte. That number jumps to over 50% for Gen Zers and millennials.

Why these platforms, and why now? Fetch and Kochava are marking the next evolution in the streaming space by pairing loyalty rewards with data metrics.

• Fetch is already entrenched in the grocery vertical, and last year it launched Fetch Play, which offers rewards for mobile gaming. The expansion into streaming, where most consumers are, is a natural progression.
• Kochava can track incentives, watch times, and video popularity and share that data with streamers.

Together, the duo create a win-win for consumers who would be happy to earn rewards for something they already do (like shopping with Rakuten or Honey) and for streaming services that can get a deeper dive into consumer behaviors.

Not entirely novel: Loyalty+ isn’t the first rewards program for CTV (connected TV) subscribers, but it has the potential to be the largest.

SlingTV offers a Watch and Win Sweepstakes for users who watch 30 minutes of streaming in a day. However, watching doesn’t guarantee rewards because users earn Sweepstakes entries for monthly drawings.

Our take: Little treats from big streamers can add up and boost loyalty, provided the incentives are worthwhile and requirements aren’t burdensome. Watching TV for several hours for a fraction of a Starbucks drink, for example, won’t likely improve platform stickiness.