I think it's for a couple'a possible reasons.
1. They want all the money. If this means going back to Steam, so be it. 70% of something is a lot better than 100% of nothing.
2. They're starting to lose money with Origin Prime. This is a theory. But they're starting to see prime cutoffs and re-enacts and then cut-offs again.
EDIT : Premiere. Whatever.
We'll get some hint of this if it's accurate from earnings this week. I think it's baked-in/expected behavior. It's why you incent with discounts on annual services. They've got their own cloud streaming service coming too, which will see the same thing. Though I wouldn't be surprised to see the next quarter or three to reflect a lot of sunk costs preparing for Gen 5.
A bit about user behavior from their last earnings call:
Clay Griffin -- Deutsche Bank -- Analyst
Hey guys, thanks for taking the question. Blake, I just want to follow up on what you talk to that in terms of learnings coming out of on Microsoft EA Access and just if we can get an update on what you're seeing in terms of user behavior. I know it's early days with Sony. But what you're seeing there relative willingness to engage with live services on those platforms. Any color there would be helpful? Thanks.
Blake Jorgense -- Chief Operating Officer and Chief Financial Officer
Yes, I mean what still be first saw is pretty much stay true across almost all of the platforms is that people learned a playing twice as many games as they did before they joined the service, which is kind of a no-brainer, because that's what you would typically see -- say on a Netflix or a Spotify or others because you've reduced some of the friction of trial essentially. But we also find that people play their games a lot longer, meaning, they found a game that they really enjoy playing that they didn't know about. And so it's the discovery aspects of where service goes, which helps a lot. And then if it has a live service on it like an Ultimate Team, they start to spend more money than they did before they went into the service and part of that may be subscription behavior where oftentimes people think they're getting things for free and are willing to spend on them.
And sometimes it's just they found something they didn't know that they wanted to play and they get deeply engaged in that. And so we're trying to reduce the friction of trial to see new games and learn about things that they didn't know or didn't want to spend money on getting in by giving them an amazing economic ***Part07***
***Part08*** economic value to start a subscription and that stayed true across all of the platforms.
And the one other piece is that you are going to wrestle with an anti-subscription is how do you manage the churn over time and you've got to curate dropping content into the subscriptions at a fairly predictable rate so people will stay in and we've been trying to do that by bringing third-party content and to help fill in the places where we don't have content and we don't necessarily have content every quarter. And we're thinking about how games might even change in terms of how they're developed over time to better match subscription. So you have more to come, but we're going to really good position. We have more subscribers than any other service in the industry by a long shot and I think a lot better experience base because of that.
EA earnings call for the period ending June 30, 2019.
finance.yahoo.com