When a niche SVOD service needs to drive subscribership and limit churn

When a niche SVOD service needs to drive subscribership and limit churn

In a crowded streaming space where consumer spending is already stretched, niche services have to balance over-serving their super-fan's needs while still providing growth strategies. Our client relied on ongoing tracking insights of subscribers throughout the entire customer journey to strike that balance.

— Neil Mitchell, Magid

 

THE SITUATION:
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Magid supported a fledgling niche SVOD service in a volatile, high-churn space through their efforts to build and retain a subscriber base.

 

MAGID APPROACH:
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Measuring customer affinity and pain points throughout the entire customer life cycle

Magid started by creating a tracking survey as the basis of a customer journey engagement. We created and tracked, throughout the year, three distinct studies for new subscribers, loyal customers and those who had churned out of the service. The study was used to gauge what’s working— and not—in the service across all types of consumer engagement. Findings impacted strategy, pricing, content decisions, supplementary materials, promotional periods, branding of service and overall development and marketing of the platform.

 

PROJECT DELIVERABLES:
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» Customer journey study
» Monthly scorecard updates
» Full quarterly reports presented to key client stakeholders and executives
» Strategy recommendations based on findings