Nov 12, 2021
Using data-driven video content insights, you can deliver a compelling, personalised experience that keeps your customers switched on and reduces churn.
The old adage that content is king is still true. But when your viewers are overwhelmed by choice – or too impatient to find what they want – you need video insights to help connect them to the things they love.
Traditionally, a large channel offering paired with a robust VOD catalogue – bundled at a reasonable price – has been a proven winner when it comes to attracting and keeping subscribers or repeat customers.
But, with content options becoming increasingly fragmented across services, it’s no longer enough to rely purely on aggregating content. Service providers that want to succeed in today’s competitive attention economy need to ramp up the viewing experience for customers, ensuring the right content gets in front of the right people at the right time.
Because viewers are inundated with too much choice and too little time. And are increasingly unwilling to trawl through content libraries in search of something to watch, leading to distraction and disengagement Instead, they want instantaneous results delivered in an organic-feeling way.
And they’re willing to chop and change services to get it.
Keeping subscribers engaged is often easier said than done
Often, the struggle doesn’t lie in attracting customers to your service, but in keeping them. In 2020, overall subscriber churn numbers for OTT services averaged around 38% (Parks, 2020).
Customers tend to be drawn to a new service by blockbuster or exclusive content. If viewer attention isn’t sustained once the series ends, distraction sets in and they could switch off – or even go elsewhere. In fact, recent studies show that as many as 62% of OTT subscribers drop a service and become a churn statistic after completing the content that initially drew them to the service (Deloitte, 2020).
So how can you keep customers engaged?
Insight-driven content curation and delivery is the answer
Video insights solutions like Synamedia Clarissa help you to identify what makes your content successful, so you can optimise how people engage with it and anchor subscribers to an elevated experience that earns their loyalty.
As we covered in our blog about the difference between video insights and analytics, video insights don’t just tell you what’s happening – they suggest a clear course of action to drive better customer outcomes. So you don’t just unearth how your customers discover and consume content – you also see which actions you need to take to boost customer joy and engagement.
Here are some video insights use cases that demonstrate how to leverage your extended catalogue in ways that maximise attention and retention – piquing customer interest in content that might be less familiar, but just as compelling as what brought them in.
How video insights drive deeper customer engagement
Rich video insights enable you to:
- Get the right content mix in front of the right people, at the right time.
Using video insights, you can identify a household’s demographic mix and viewing habits. That means you’ll be able to surface the right format of content to match their needs in real-time, minimising moments that lead them to switch off
For example, pushing digestible, on-demand content to a customer’s preferred mobile device for out-of-home consumption (for example, on a train or in a café), and highlighting appointment viewing content (such as evening news or live sports) on the home screen of a living room device at a time when a customer is likely to be at home.
- Design frictionless, intuitive user journeys that get customers to the content they want, faster.
Video insights give you a window into household lifestyles, viewing preferences, and customer habits. By leveraging them, you can refine your service’s user experience (UX) to allow for simpler navigation and content discovery across devices.
You can also use video insights to optimise the viewing experience and leave subscribers coming back for more, by offering different UX options based on user preferences, special events, or demographics (e.g. night modes for evening viewers, team fan mode during Olympics season, a simplified kids mode for children, etc.).
- Target sales and marketing campaigns to promote or upsell services based on customer behaviour.
With video insights offering you tailored customer preference profiles, you’d be able to target customers with personalised packages and add-ons that they’re more likely to buy.
For example, you could upsell a Pay-Per-View (PPV) for fans of a specific sports team in instances where the event is not freely available with their current package or in their specific location. Or, you could recommend an upgraded, voice-enabled device for customers who rely heavily on keyword search.
- Identify new avenues for revenue based on audience profiles and viewing habits.
Using video insights, you’ll be capable of creating uniquely tailored content packages and offers that you know your customers will love, matching their lifestyle and needs.
That could look like special offers for university students that take into account their schedules and preferences, or seasonal VOD promotions for specific households (such as holiday-themed movie packages).
- Deliver more valuable targeted ads to audience segments, improving viewer recall.
Video insights enable you to profile your audience based on their actual preferences, viewing habits, location and content choices. That means you can ensure that ads play at the most optimum time.
By doing so, you’d be able to improve engagement, reduce channel hopping during ad breaks, and increase the value proposition for your advertising partners.
Make your service stand out among the crowd
Customer behaviour and preferences are constantly evolving, while competition for audience attention is always growing. Video providers can’t afford to stand still and rely on “me-too” video experiences.
Video insights help video providers like you to move swiftly from understanding to action, enabling you to evaluate and adjust business strategies based on real data to keep your customers engaged.
Introducing Synamedia Clarissa
Synamedia Clarissa, our newly launched video insights solution, gives you the tools to find value in your biggest – and most underutilised – asset: customer data.
Video-specific data analytics tools and dashboards combine with our decades of video industry expertise to help you deliver the right content, at the right time, in the right way – bringing your customers joy, increasing engagement, and reducing subscriber churn.
It’s time to activate compelling, insight-driven, and personalised experiences in your service. Synamedia Clarissa gives you the boost you need to get there.