OTT Churn and Retention: Increasing Lifetime Subscriber Value

Thursday, September 6, 2018 | 11:00 A.M. CT (12:00 P.M. ET)

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Currently, more than 85% of U.S. millennials subscribe to at least one OTT video service. By 2022, more than 265 million households worldwide will have more than 400 million OTT video service subscriptions.

This webcast presents strategies for OTT video providers to increase the value of their services by designing their solution based on consumer viewing habits and trends. It tackles the unique challenge of subscriber churn in the OTT video service landscape and how providers can make their services invaluable among consumers.

Churn in the OTT (over-the-top) video market differs significantly from churn in the traditional pay-TV market. Services have low barriers to entry in the OTT market, and this highly competitive landscape forces many services to promote free trials and the ease of cancelling subscriptions to get an initial influx of subscribers. The result is a market where consumers are primed to switch from service to service, abuse the industry-standard free month trial, and waft in and out of subscriptions based on the availability of popular new series.

Overcoming high churn and incenting retention are notable challenges for all video providers, especially as the market becomes more saturated and penetration rates slow.

To succeed in this world of churn, video services are rethinking their approach to consumer engagement, community-building, content production and acquisition, and their ability to maintain a high perceived value in an increasingly crowded marketplace.

This webcast presents current OTT penetration, churn and retention rates, success factors, and examples from services that are successfully retaining their subscribers. Speakers discuss strategies video services are using to maximize the lifetime value of their customers, what makes an OTT service irreplaceable, and the rising trend of households with multiple OTT subscriptions, including desirable OTT service combinations and their tolerance limits for monthly fees.

Speakers

David Browne, Sr. Director of Product Management, Comcast Technology Solutions

Barry Nolan, CMO, Swrve

Hunter Sappington, Research Analyst, Parks Associates

David Browne, Sr. Director of Product Management, Comcast Technology Solutions
	David Browne has over 20 years of media technology experience working with global corporations in various capacities including Program & Product management, software development and professional services consulting. He is an industry specialist in direct-to-consumer OTT, TV-E and digital media delivery. He is currently Director of Product Management for Comcast Technology Solutions.
Barry Nolan, CMO, Swrve
	Barry, who serves as CMO of Swrve, has spent much of the last eight years advising some of the worlds largest media companies on how to grow their digital business in the era of mobile-first, app-centric world. Swrve is Barry's fifth startup in his career. Four of his previous startups IPO'd on NASDAQ and one was sold to Apple. Swrve provides SaaS-based, real-time marketing automation software to increase customer engagement through dynamic campaigns across mobile, email, web, TV and emerging digital channels. Swrve has been deployed in over 3.5 billion devices, and the platform processes over 14 billion events daily.
Hunter Sappington, Research Analyst, Parks Associates
	Hunter Sappington currently studies trends and innovation in connected consumer electronics including devices such as game consoles, smart TVs, virtual and augmented reality headsets, drones, and robotics as well as a variety of smart home devices. Hunter earned his BA in New Media Journalism with a focus in advertising from Baylor University in Waco, TX.