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. https://cleeng.com/blog/the-value-of-the-retained-ott-subscriber#gs.t3upGdc
blog article
THE VALUE OF THE RETAINED OTT SUBSCRIBER
As the over-the-top (OTT) video is rapidly increasing, providers across the competitive landscape have two main concerns: convert as many new subscribers possible and retaining the subscribers they have.Those two basic market elements drive virtually every single decision by executives in the streaming video industry. Based on third-party research it appears that getting subscribers and keeping appears to be a major hurdle. OTT services have a low barrier to entry and this highly competitive landscape forces many providers to promote free trials to get an initial influx of subscribers.The result: a market where consumers switch from service to service and tend to move in and out of subscriptions. How can OTT services better attract and retain customers? What customer-acquisition practices are available to competitors in the space? And which retention strategies are working, and which are not? READ MORE