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Samba tv she hulk2/18/2024 ![]() The streaming wars are showing no signs of slowing down. Once streamers optimize their marketing spend to reach likely viewers, they can perform a closed loop measurement assessment to find out just how well it worked. This works with retention as well, where streamers need to identify fans of big tentpole shows and make them aware of other upcoming content that matches their interests. This should influence how trials are targeted, along with the content featured in trial subscriptions. This means digging into viewership insights to understand who is actually watching what and using those insights to market content. The conversion stage in particular would benefit from a more data-driven approach. Budgets need to move from awareness towards conversion and retention. Simply splurging on billboards, trailers, and takeover campaigns won’t work, because it’s not working right now. This entices viewers to keep their monthly subscriptions active and also doesn’t negatively impact current subscribers who prefer to watch premiered content as soon as it becomes available.Īnother other option to widen the window is old-fashioned: marketing programs more effectively. One option is an AVOD model that “windows” original content for SVOD services for 15-30 days before that content is released to AVOD-supported tiers. It's imperative they prove they are worth the price tag, whether that be through innovative programming options or offering new, cheaper AVOD tiered offerings. SVODs will need to find much more strategic ways of driving engagement before, during, and after launch. Platforms must think differently about how they market their content. ![]() The competition for content is at an all-time high and capturing the window of opportunity for audiences is proving to be a sizable challenge for streamers as they look to grow their bases. More than 40% of season finishers binged Upload (47%) on Amazon Prime Video, Russian Doll (45%) on Netflix, and Stranger Things, Season 4 Volume 1 (41%) within the first five days of the shows’ release dates. Viewers are more likely to binge a tentpole show, then cancel their subscription and move on to another service, which heightens the narrowing window of engagement for streamers.ĭata shows about 40% of viewers binge entire seasons of recurring shows within the first five days of release. Subscription cycling, where viewers sign up to view one show and then cancel the service, is on the rise. ![]() Fast forward to the 30th day after release and this percentage jumps to 86%. Among top streaming shows, all but one had driven more than 70% of its cumulative 50-day viewership by the 15th day after release. Disney+ and Netflix fared slightly better than the rest of the pack, with a lesser two-thirds of their viewers tuning into just one program.įurther, more than three-quarters of premiere viewership occurs within the first two weeks after new shows are released. More than half of HBO Max, Apple TV+, Hulu, and Amazon Prime Video viewers watched just one of each platforms’ top 50 shows during the last quarter. With only 24 hours in a day, the real scarcity they will have to fight for, is consumer time and attention.ĭata shows that viewers have a tendency to sample programming across multiple streamers, rather than latch on to what a single has to offer. But the bottom line is that streamers must go beyond in-platform discoverability (their historical strategy) and leverage paid and earned media across channels all at once in order to widen the window at the expense of their competitors. This means looking closely at viewership patterns, market and competitive dynamics to plan how best to launch new shows attract new viewers and lure back existing subscribers, while also retaining viewers to check out other programs on the platform. There’s a need for streaming providers to market their new programming very efficiently and effectively in order to seize on the ever-shrinking window of attention. We have a new competitive dynamic where platforms have only a very short window to attract and capture as much of the audience as possible, leveraging buzz, excitement, earned media and paid promotions all at once. Amid a crowded market, increased subscription costs, and in some cases shrinking subscriber bases, it’s harder than ever for streamers to stand out. Which means that in today’s war for consumer attention, just because you build it, doesn't mean viewers will come to it.
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