Session to focus on the challenge of churn and optimizing subscriber value
NEW YORK, April 18, 2023 – Magid announced today that Mike Bloxham, Executive Vice President, Global Media and Entertainment, and Tony Cardinale, Senior Vice President, Data Science, will present at the ARF’s annual flagship event, AUDIENCExSCIENCE. The duo will lead a session for The New State of TV: News Insights & Measurement Solutions track.
The Challenge of Churn: Defining the Risk and Predicting the Rate of Subscriber Churn – and Optimizing Subscriber Value
Tuesday, April 25 | 12-12:20 p.m.
The streaming video business has been characterized by the pursuit of volume – both in sub counts and content. Today, Wall Street and senior management are focused on growing value over volume. This requires a more scientific approach based on a nuanced understanding of subscribers and churn behaviors.
To this end, Magid Subscriber Science embarked on the first market-wide study of churn to create a basis for better understanding, predicting and managing churn.
The work comprises a churn centric segmentation of the U.S. streaming population, an AI-based predictive model, new customer management tools based on innovative analytics and an ongoing tracking study to capture change over time.
Outputs to be shared in this session include:
- A landscape and service-level view of the risk and reality of churn
- Definition of six segments – their characteristics, attitudes and churn behaviors
- A measure of the relative volatility of different services based on the presence of high-churn segments
- A predictive model of subscriber churn by segment
- Quantification of the relationship between churn and other factors including password sharing, content preferences, service satisfaction and engagement, openness to advertising etc.
This groundbreaking work on this under-researched subject enables more effective optimization of subscriber value for all streamers.
Visit the ARF website for more information on AUDIENCExSCIENCE.
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.