As powerful as attention can be for explaining the disparities in monetization between different media formats and different types of media consumers, it can also account for the gaps between different players within a given media format. For example, subscriber lifetime value (LTV) for the top entertainment streaming services and bundles in the United States is highly correlated with consumer focus and the service’s job to be done; improving both has a direct impact on subscriber willingness to pay and churn rates. The streaming services (or bundles of multiple services) with the highest focus and the most valuable jobs to be done have the highest LTV, with LTV decreasing for lower-performing services (Exhibit 9). Exhibit 9 fffiffifl- -fi     ffifl-flfl- 1 Level of focus exerted while engaging with media. ²Relative scoring applied to each of 5 jobs to be done in media consumption. Source: McKinsey Consumer Attention Survey, 3,000 US participants, 2024; McKinsey analysis Job to be done, ² index score Focus, ¹ index score Focus, job-to-be-done, and subscriber lifetime values of major US streamers and streamer bundles Attention predicts performance at a company level within media formats. McKinsey & Company 0.4 0.2 0.6 0.8 1.0 0.2 0.6 0.8 1.0 Circle size = subscriber lifetime value of streamer or streamer bundle, $ 1,000 200 High Low Lifetime value How attention drives performance in streaming platforms 18 The ‘attention equation’: Winning the right battles for consumer attention