Gaia to shift customer-acquisition focus from third-party video streaming platforms

LOUISVILLE — Streaming video provider Gaia Inc. (Nasdaq: GAIA) said it plans to focus on ways it can connect directly with its customers, shifting its customer-acquisition strategy away from a reliance on third-party platforms. 

“This quarter reflects a deliberate step in how we are positioning Gaia for long-term success,” Gaia CEO Kiersten Medvedich said in a news release that accompanied the company’s first-quarter 2026 earnings report. “As we’ve evaluated the business, it has become clear that our greatest opportunity lies in deepening our direct relationship with members, where we can deliver the full Gaia experience and capture significantly stronger long-term economics.”

In the most-recent period, Gaia’s sales increased 2% year over year to $24.3 million. “The increase was primarily driven by increased (average revenue per user, or ARPU,) partially offset by the elimination of discounted pricing,” the company said. 

Gaia’s net loss was $1.3 million in the first quarter of 2026. That’s compared with a net loss of $1 million in the same period last year.

“Over time, third-party platforms contributed to subscriber growth, but those members carry lower ARPU, higher churn, and no access to the AI and community features that define our future. In addition, because those relationships sit with the platform rather than with Gaia, we do not know who those subscribers are and have no ability to engage them directly,” Medvedich’s statement said. “As a result, we are making intentional changes to reduce our reliance on lower-value third-party acquisition, take a very disciplined approach to discounting, and strengthen our direct marketing capabilities. While these actions are expected to moderate near-term revenue growth, we believe they will materially improve lifetime value, retention, and overall unit economics. As a reflection of that focus, for the fourth quarter of 2026, compared with the fourth quarter of 2025, Gaia is targeting an approximate 20% reduction in churn and a 20-25% increase in ARPU.”

Just after 8:50 a.m. Tuesday, Gaia’s stock price was $2.80, down 10.42% in early trading. The company’s stock has shed more than 20% of its value since the start of 2026. 

“We are executing this transition from a position of strength, with a highly engaged direct member base and continued positive free cash flow. At the same time, we are investing in the core pillars of the Gaia experience — including content, AI, personalization, and community — to build a more differentiated and enduring platform,” Medvedich said in her statement. “We believe the steps we are taking today will position Gaia to deliver more durable, profitable growth and create meaningful long-term value for both our members and our shareholders.”

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