OTT Churn and Retention: Increasing Lifetime Subscriber Value

Transcription

1 OTT Churn and Retention: Increasing Lifetime Subscriber Value September 6 11:00 AM CT Sponsored by

2 Webcast Recording Playback Parks Associates invites you to view and listen to the webcast recording. Click link to view recording:

3 Speakers Hunter Sappington Research Analyst Parks Associates Barry Nolan CMO Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

4 Agenda Introductions Parks Associates Research The State of Churn in Today s OTT Video Market Strategies to Increase Subscriber Retention Swrve: Increasing Lifetime Subscriber Value Comcast: Churn - Understanding Consumer Motivations Interactive Expert Panel Discussion Audience Q & A Closing

5 OTT Churn and Retention: The State of Churn in Today s OTT Video Market

6 OTT Penetration is Starting to Plateau % Subscribing to At Least One OTT Service Overall OTT Service Subscription Penetration ( ) Among U.S. BB HHs Surveyed 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q1/2013 (N=10,000, ±0.98%) Q1/2014 (N=10,000, ±0.98%) Q2/2015 (n=5,029, ±1.38%) Q3/2016 (n=9,967, ±0.98%) Q1/2017 (n=5,158, ±1.36%) Q1/2018 (n=5,011, ±1.38%) "DM6005. To which of the following video services does your household subscribe (do not include services that you are using on a trial basis)?" Source: Multiple Surveys: American Broadband Households and Their Technologies 2018 Parks Associates

7 Service Stacking is the Norm % Subscribing to Specified Number of OTT Services 80% 60% 40% 20% Number of OTT Service Subscriptions ( ) Among U.S. BB HHs Surveyed 4 or more services 3 services 2 services 1 service 0% Q1/2014 (N=10,000, ±0.98%) Q2/2015 (n=5,029, ±1.38%) Q3/2016 (n=4,973, ±1.39%) Q3/2017 (n=5,009, ±1.38%)

8 Massive Competition in Online Services # of OTT Video Services United States OTT Video Services, Parks Associates OTT Video Market Tracker Closed New Existing Source: OTT Video Market Tracker Parks Associates

9 Churn has Remained Stable Overall OTT Churn and Cancellation Rates ( ) Among OTT Subscribers or U.S. BB HHs 35% 30% Churn Rate 30% 25% 20% 15% 10% 5% Cancellation Rate 25% 20% 15% 10% 5% % Cancelling 1+ OTT Service 0% Q2/2015 Q3/2016 Q1/2017 Q1/2018 0% "Q6020/6026/DM6030. Which of the following services did you previously subscribe to but you cancelled the service over the past 12 months?" Source: Multiple Surveys: American Broadband Households and Their Technologies 2018 Parks Associates

10 Churn is High for Most OTT Services Subscribers Canceling OTT Service as % of Current Subscriber Base (Q1/18) Among Current Subscribers of Specified OTT Services Showtime * PlayStation Vue HBO NOW Sling TV Hulu with Live TV DIRECTV Now YouTube Red YouTube TV STARZ CBS All Access Sports OTT video services Other subscription, online video service Hulu Amazon Prime Video Netflix * Small sample size 0% 20% 40% 60% 80% 100% % of Subscribers Canceling OTT Service as % of Current Subscriber Base "DM6030. Which of the following services did your household cancel over the last 12 months?" Asked of a Subgroup of 5,011 U.S. BB HHs Source: American Broadband Households and Their Technologies Q N = 10,015, ±0.98% 2018 Parks Associates

11 Primary vs. Complementary Services Concurrence of Pay-TV and OTT Service Subscriptions ( ) % of Broadband Households 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Q1/2014 (N=10,000, ±0.98%) Among U.S. BB HHs Surveyed Q2/2015 (n=5,029, ±1.38%) Q3/2016 (n=9,967, ±0.98%) Q1/2017 (n=5,158, ±1.36%) Neither service Pay-TV service subscription only Subscribers to both pay-tv & OTT service OTT subscription only "DT1035. Which of the following best describes your home s TV service? DM6005, To which of the following video services does your household subscribe?" Source: Multiple Surveys: American Broadband Households and Their Technologies 2017 Parks Associates Primary Services Complementary Services

12 Triggers for Churn Price Increases Competitive Offerings Negative Experiences Lack of New Content Changes to a Service

13 Quality and Content are Key Reasons for Planning to Cancel an OTT Service (Q4/15) Among U.S. Respondents Planning to Cancel an OTT Service, n = 706, ±3.69% I plan to cancel in order to save money The subscription is not worth what I am paying The season for this sport is over The library is too small I plan to only subscribe for a short time Another service is more interesting to me I watched all of the interesting content that was available The content is not current The quality of video streaming is poor I am dissatisfied with the interface Other reason Content Competitive Offering Content User Experience/Changes Price/Value 0% 5% 10% 15% 20% 25% 30% 35% % Citing Factor as Reason for Planning to Cancel "DM6040. Which of the following describe the reason that you plan to cancel [Service to be Cancelled]?" Source: American Broadband Households and Their Technologies Q N=10,000, ±0.98% 2016 Parks Associates

14 Strategies to Increase Retention Community Building

15 Strategies to Increase Retention Community Building Retention Incentives

16 Strategies to Increase Retention Community Building Retention Incentives Data-Driven Insights

17 Strategies to Increase Retention Community Building Retention Incentives Data-Driven Insights Content Additions

18 Strategies to Increase Retention Community Building Retention Incentives Data-Driven Insights Content Additions UX Enhancements

19 Swrve: Increasing Lifetime Subscriber Value Barry Nolan CMO Swrve

20 Know and personally interact with OTT users across TVs, Boxes, Web, Tablets, Smartphones

21 The Churn Equation 1% reduction in churn = 5% increase in user Life Time Value

22 Reasons for Planning to Cancel an OTT Service Q4/ 15 1 Price Among U.S. Respondents Planning to Cancel an Price/Value OTT Service The subscription is not worth Content n = 706 what I am payingcompetitive ± Offering 3.69% User Experience/Changes % Citing Factor as Reason for Planning to Cancel

23 Case Study: Churn is killing us. Reduce the price. Monthly Subscription magazine > 30% annual churn of subscribers Customer Acquisition Cost (CAC) > Life Time Value (LTV) Solution: Reduce the price 23

24 Price decrease had zero impact on churn Churn So they reduced the price again. This price decrease had no impact on churn either.

25 Using Swrve they triggered an in-app survey the instant someone unsubscribes. Triggered in-app message Only 3% said it was price It was a storage bug. One code fix, fixed $2.5m in churn.

26 Price Price cost Price = perceived value If users are not using your product, they are not getting value from it Increase engagement > Increase Retention

27 Reasons for Planning to Cancel an OTT Service Q4/ Price Content Among U.S. Respondents Planning to Cancel an Price/Value OTT Service Content n = 706 ± 3.69% Competitive Offering OTT engagement strategies User Experience/Changes % Citing Factor as Reason for Planning to Cancel

28 The Reach Gap - OTT/Media Streaming Consumers Viewers move between channels all the time, but TVs dominate 40% Signup by PCs 35% Signup by Mobile Apps 25% Signup by TVs PC Mobile Smart TVs 15% Viewing on a PC 15% V iewing on Mobile 70% Viewing on TVs Source: Netflix, Mar 7, 2018

29 Even basic comms plan will increase engagement Spotify in-app message Netflix Netflix push notification A/B test: comms impact on engagement

30 Often overlooked - most users don t really care for what you say. 1% CTR

31 Micro-segmentation unlocks engagement 10x engagement Up-sell campaign Traditional Segments Purchased PPV Segment-of-one Purchased 4 Conor McGregor PPV fights in the last 3 years, and has just watched UFC229 McGregor trailer twice in the last week.

32 Message-of-one - across all platforms

33 Behavioral Segmentation Nurture habits with new users New user, watched just one show, two days ago Nurture & Grow +200% MAU +20.5% in viewing time +5.5% videos downloaded +15.4% favourites saved +9.4% movies streamed

34 AI is best a predicting behaviors Who is slipping away? Way easier to retain before they ve unsubscribed AI delivers new insights Who is likely to churn? Re-engage & Retain `

35 Reasons for Planning to Cancel an OTT Service Q4/ Price Content UX Among U.S. Respondents Planning to Cancel an Price/Value OTT Service Content n = 706 ± 3.69% Competitive Offering User Experience/Changes I m dissatisfied with the interface % Citing Factor as Reason for Planning to Cancel

36 Progress is the sum of all tests Three key Spotify tests that drove retention Family Plan Discovery Playlists Spotify churn = 5.5%.

37 Test every element of your UX across platforms Which UX increases engagement most? +18% shows watched

38 Pricing paywall test What happens when we reduce the number of free articles per month from eight to four. ARPU Daily (Control = 8) ARPU Daily (Test = 8) +27% conversion Dollar/User

39 Churn - Understanding Consumer Motivations David Browne Sr. Director of Product Management Comcast Technology Solutions

40 Q&A Generally speaking, are services using consumer viewing data enough to prevent churn? Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

41 Q&A How should OTT providers be investing in subscriber retention compared to acquisition? Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

42 Q&A What are the key touchpoints in which OTT services are not adequately connecting with their consumers? Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

43 Q&A How do you see trends in bundling and aggregation of OTT services affecting churn going forward? Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

44 Q&A What can OTT services do to encourage consumers to subscribe for longer than a single month at a time? Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

45 Audience Q&A Hunter Sappington Research Analyst Parks Associates Barry Nolan Chief Marketing Officer Swrve David Browne Sr. Director of Product Management Comcast Technology Solutions

46 Future of Video: OTT, Pay TV, and Digital Media

47 Thank You Hunter Sappington Research Analyst