As the streaming wars heat up, SVOD services must sharpen their focus on subscriber lifetime value and optimize every phase of the audience lifecycle. In this module, we draw from the experiences of our most commercially successful SVOD customers to share proven, data-driven strategies that attract, engage, retain, and win back subscribers.
CHAPTER 1
Building a sustainable SVOD streaming service begins with smart, cost-efficient subscriber acquisition. And that means targeting and converting as many high-value subscribers as possible.
Here are four opportunities to grow your subscriber base in a more strategic, profitable way.
Target prospects similar to your most valuable subscribers with lookalike campaigns on search and social media sites. This strategy requires the ability to identify your best subscribers based on their lifetime value and how happy they are with your service.
SVOD is a lucrative option if you have an audience that’s passionate about your content. A profitable subscription-based business doesn’t require an audience of millions. But you do need niche or premier content that people will subscribe to access. SVOD provides a predictable, recurring revenue stream and can deliver the highest lifetime value per viewer. Data-driven approaches to audience acquisition, engagement, and retention are critical to growing a subscription-based offering.
With the right data, you can see and boost the effectiveness of subscriber acquisition efforts. For example, analytics on conversion rates by device and referral source allow you to direct your marketing dollars to the channels that deliver the biggest bang for the buck.
When a viewer is ready to subscribe, make it as easy and frictionless as possible. You have a greater chance of sealing the deal if you minimize the number of steps during checkout and support multiple payment methods and currencies.
SVOD success rests on harnessing data across the subscriber lifecycle. With unified audience analytics, you can devise strategies to improve subscriber acquisition, engagement, and long-term loyalty.
You can also get actionable insights by tracking performance metrics against industry benchmarks and in response to milestone events, like the addition of new content, the launch of new subscription pricing tiers, or the execution of a direct marketing campaign.
CHAPTER 2
Your acquisition efforts paid off. Now, it’s time to turn new subscribers into loyal fans. Below are some proven approaches to delivering an engaging experience that keeps subscribers coming back.
Showcase your content | Help subscribers discover new content with curated playlists, scrollable carousels, and smartly tagged videos. Use Attention Index data to promote titles that are known to increase subscriber lifetime value. |
Stagger content releases | Break the binge-and-burn cycle by spacing out content drops. Subscribers are motivated to tune in regularly and new shows have time to build momentum. |
Deliver a broadcast-quality experience | Rebuffering, freezing, and other streaming glitches can undermine audience loyalty. Stay on top of performance issues by monitoring quality of experience (QoE) metrics. |
Leverage live events | Consider adding live event programming, like sports or entertainment. Live events encourage appointment viewing, with upcoming games or concerts giving subscribers a reason to stick around. |
Add a linear channel | Complement a VOD offering with the lean back experience of a linear channel. This strategy can win over subscribers with different viewing styles, content interests, and price sensitivity. |
Understanding what captures subscribers’ attention allows you to make the most of your content investment. You can use Brightcove’s measures of content effectiveness, Attention Index and Service Share, to:
% of viewers who watched at least 75% of a video minus % of viewers who watched less than 25%. Scores range from -100 to 100. Popular, well-watched shows typically have scores above 50.
% of video views for a given content asset relative to total service views. Service Share works like a Nielsen rating for your service.
CHAPTER 3
A proactive strategy to fight churn is critical for any SVOD business. In addition to the lost revenue and expense of acquiring new subscribers, churn works against your future growth since you’re essentially trying to fill a leaky bucket.
Any subscriber can swing from “safe” to “at risk” if engagement levels drop dangerously low. With actionable data on viewing activity, you can predict which subscribers are likely to leave and take preemptive steps to keep them.
Create marketing messages based on a subscriber’s viewing history. What new releases, related titles, or hidden gems will entice the subscriber to re-engage? It’s also useful to differentiate between idle and inactive users.
Take advantage of integrations between streaming platforms and martech systems to automate re-engagement campaigns. Email and SMS messages work best since at-risk subscribers are less likely to be in your app or on your site.
Idle Users | Inactive Users | |
|---|---|---|
Subscribers with no views in the last 4 weeks, but at least 1 view in the prior 8 weeks | Subscribers with no views in the last 12 weeks, but at least 1 view in the last year | |
Greatest risk of voluntary churn | High lifetime value due to long tenure | |
Burned through initial content of interest | Probably forgot to cancel their subscription | |
Run a high-frequency re-engagement campaign with personalized content recommendations that showcase the broader value of your platform. Reach out once a week until fully re-engaged. | Add to a win-back campaign when new content drops that they might be interested in. A less frequent outreach cadence minimizes the chance of triggering a cancellation. |
CHAPTER 4
Even with a strong retention strategy, churn happens. But you can lure back lost subscribers—and add a couple points to your monthly growth—with this basic framework.
Determine why subscribers aren’t renewing. Was the churn involuntary—due to an expired credit card, for example? Or voluntary, based on pricing, performance, or content issues?
Automate win-back campaigns. Send e-mails and SMS messages with set-it-and-forget-it regularity to increase the efficiency and timeliness of re-engagement efforts.
Segment lost subscribers into meaningful groups. Consider factors like churn reason and timing, content engagement, and satisfaction with your service before leaving.
Make it easy for lost subscribers to re-up. Keep their accounts and payment vehicles active so returning to your service is as streamlined as possible.
Create targeted win-back campaigns. Develop messaging and offers to appeal to specific segments of lost subscribers. (See examples in the table below.)
Track the effectiveness of win-back campaigns. This will help you determine which lost subscriber segments to prioritize and when to cut your losses.
| Win Back Lost Subscribers Who... | By Promoting... |
|---|---|
| Are frequent churners | An annual subscription. |
| Were highly engaged | The release or acquisition of content that’s similar to their most-watched shows or genres. |
| Canceled due to pricing | A lower-cost subscription tier or a value-oriented offer like limited-time access to HD content. |
| Canceled due to performance issues | An updated app or the availability of your service on a new device or platform. |
CHAPTER 5
Media companies can build a successful SVOD business by optimizing every phase of the audience lifecycle. As you plot your growth trajectory, look for opportunities to increase acquisition efficiency, deepen engagement, reduce churn, and win back lost subscribers.
Technology is also an important consideration. Broadcast-grade streaming platforms deliver rich decisioning insights, flexible subscription packages, and an outstanding, personalized subscriber experience—whether on demand, live, or linear. Together, an end-to-end strategy and a trusted streaming solution can help you drive growth and subscriber lifetime value.
Contact us to learn how we can enhance your video marketing efforts and help generate the results and ROI you need.