AMSTERDAM – September 3, 2026 – Streaming subscriber churn has risen 130% since 2019¹ – and legacy retention tools, built around delayed analytics and manual intervention, are struggling to keep pace.
Today, Cleeng announced the launch of the world’s first Agentic Subscriber Retention Infrastructure, marking a paradigm shift from passive data insights to agentic, AI-driven action for Media and Entertainment (M&E) businesses. The new Cleeng MCP (Model Context Protocol) Server connects Cleeng's agents with the AI tools publishers already use (including Claude and OpenAI's tools), offering one simple connection to optimize the entire subscriber lifecycle.
Unlike generic AI-enabled tools that merely add chat interfaces to legacy workflows, Cleeng’s new infrastructure introduces a specialized team of AI agents – including the Retention Intelligence Agent and the Product & Monetization Agent. These four agents natively close the loop between predicting churn and executing complex retention workflows
For years, streaming platforms have struggled with the gap between data dashboards and execution. Cleeng’s new agentic subscriber architecture eliminates this friction. By moving beyond basic copilot recommendations, the platform’s agents can directly manage the entire subscriber lifecycle – resolving customer issues, deploying targeted offers, and adjusting monetization strategies in real time based on natural language configurations.
"Retention has always been a subscriber intelligence problem, and for 15 years, we have built the data infrastructure to solve it," said Gilles Domartini, CEO of Cleeng. "Today, we are moving the industry from manual triage to autonomous operations, with publishers setting the rules. Any platform can plug into a language model, but you cannot fake a 15-year retention dataset. Our new agentic infrastructure empowers broadcasters to operate at machine speed, fighting churn actively 24/7."
The effectiveness of agentic AI is entirely dependent on the quality of its underlying data. Cleeng’s agents are not trained on generic internet data; they are powered by a highly specialized, proprietary dataset encompassing behavioral insights from over 54 million subscribers and more than 250 million lifecycle events spanning 15 years. This unrivaled vertical-specific intelligence ensures that Cleeng’s agents execute highly accurate, financially optimized actions tailored strictly to the D2C media and entertainment sector.
Cleeng's platform offers broadcasters a new, more efficient operating model. By replacing developer tickets and manual campaign setups with AI-guided workflows, marketing and product teams are freed to focus on high-level strategy and content acquisition. Cleeng's AI agents act as an extension of the broadcaster's team, ensuring that subscriber lifetime value is constantly maximized, while keeping publishers in control – sensitive actions are confirmed before they execute, and every action is fully visible in an audit trail.
Media and Entertainment executives attending IBC 2026 are invited to experience a live demonstration of the Agentic Subscriber Retention Infrastructure and see firsthand how the fastest-growing streaming services are automating their growth.
Cleeng is the leading platform for Subscriber Retention Management (SRM®) in the Media and Entertainment industry, trusted by leading brands like Big Ten Network, The Weather Channel, TOD/BeIN, Tennis Channel, and NHK. Purpose-built for direct-to-consumer digital services, Cleeng empowers broadcasters to maximize subscriber lifetime value through deep data intelligence, flexible monetization, and now, agentic workflows.
Kamila Palka Simo, Content Marketing Strategist
¹ Source: Antenna, "State of Subscriptions" (Q1 2026), as cited by SQ Magazine, "Streaming Statistics 2026." Antenna's weighted-average Premium SVOD churn measured ~2% in 2019, peaked at 5.5% in 2023, and eased to 4.6% in 2025.