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The definitive segmentation and audience toolkit for streaming video
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsroom.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
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At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsroom.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
"*" indicates required fields
At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Our comprehensive suite of products combines unparalleled consumer intelligence and advanced data expertise with strategy and activation, ensuring you’re always a step ahead of the competition.
Propel your business forward with AD.VANTAGE
Transform your brand’s engagement and drive growth with emotional Insights
Unleash journalism with Collaborator Newsroom.
Where audience intelligence meets impact
Unlock cultural insights to shape your brand’s strategy
Transform your brand’s inclusivity with DiversityLens
Crack the code to audience engagement with eDNA
The definitive segmentation and audience toolkit for streaming video
Never miss a beat!
"*" indicates required fields
"*" indicates required fields
"*" indicates required fields
At Magid, we know what makes people tick and how to harness that to drive business growth. By deeply understanding human behavior, we aspire to transform the consumer experience and pave the way for a future where businesses thrive through genuine connection.
Leading Strategy and Consulting Firm Releases Findings From SubScape™, Latest Magid Product Offering Prescriptive Solutions For Acquisition and Retention In The Ongoing Streaming Wars
Newly Identified Audience Segments Reveal Key Insights About Subscriber Motivations And Solutions For Engagement
New York – November 29, 2023 – At Magid, we announced yesterday key findings culled from SubScape ™, a next generation, analytics-driven tool introduced in 2023. SubScape provides media companies with nuanced, actionable insights about what drives or inhibits consumer engagement in streaming services – or the “why” of churn.
Developed by our award-winning Subscriber Science practice, SubScape defines, collects, and calculates proprietary SVOD (as well as AVOD and FAST) metrics, offering clients the opportunity to predict outcomes, optimize stability and maximize profits in what continues to be a highly competitive entertainment ecosystem.
In a joint statement, Brent Magid, CEO, and Kate Morgan, chief product officer and head of the Global Media, Entertainment and Games practice, said: “The media industry is at an inflection point as savvy consumers are presented with an unending list of viewing options.” They added: “The battle for the acquisition and retention of churn-centric subscribers isn’t slowing down which is why leveraging SubScape’s granular, solution-based insights have been mission critical for our clients as they reimagine their streaming playbook for long term growth.”
According to SubScape:
Hypers: A high churn, high income segment whose value lies in driving growth and word of mouth. Of all the segments, Hypers score the highest on the following:
Loyalists: A high spending low churn segment. Of all the segments, they are the most open to ads.
Digitarians: A high churn segment with equal interest in video on social platforms like YouTube and TikTok, they’re free promotion seekers who do not represent a high ROI on marketing dollars.
Pragmatics: A smaller segment (just 10% of the population) that is nonetheless a critical revenue-driver for certain services with libraries that map to its emotional needs.
Mainstreamers: A laggard segment, this low churn group is an important component of stability in a mature SVOD, but rarely strays beyond the top five services. Mainstreamers score as the lowest subscriber segment on the following questions:
Inerts: The oldest of six segments, with a lower interest in video overall, Inerts present the lowest opportunity to drive revenue.
Additionally, we find that:
FiFA World Cup | Fox Sports |
The Flash | The CW |
Euphoria | HBO |
The Walking Dead: Dead City | AMC |
The First 48: Killer Confessions | A&E |
Loki | Disney+ |
Ginny and Georgia | Netflix |
The Kardashians | Hulu |
Gordon Ramsay’s Food Stars | Fox |
Ted Lasso | Apple TV+ |
Other key Magid metrics together with relative performance on product attributes Magid measures, guide streamers’ investment decisions.
(SubScape findings- Jan-October 2023. league apps are excluded)
**(“4+” intent to cancel, out of 10. Jan-October 2023.)
SubScape Methodology
Monthly tracker of paid and free streaming services’ flow of consumers, usage, product attributes and overall vitality. 2,000 Persons 13-75 surveyed monthly, weighted to U.S. census proportions by age, gender, income, race and ethnicity. Survey fielded in English. Delivered to clients via API, interactive dashboard, and through consulting engagement.
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About Magid
Magid is a strategy and consulting firm that helps companies make better decisions and put them into practice. For more than six decades, our courageous thinking has helped hundreds of brands worldwide become an essential part of peoples’ lives – making and sustaining category leaders. With a human-centered approach grounded in psychological and social principles, we leverage years of experience, perspective and foresight to help clients win.
Press Contact:
FerenComm for Magid / magid@ferencomm.com
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