State of the Media and OTT App User Lifecycle
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The document discusses optimizing customer experiences in the OTT app landscape for B2C companies through a unified user data platform, actionable insights, and personalized engagement strategies. It highlights the rise of OTT platforms, challenges faced, and best practices for user onboarding, engagement, and retention to reduce churn and increase subscriptions. Case studies, including one on SonyLiv, illustrate successful applications of these strategies and the importance of tailored marketing approaches.
![Report: Industry Benchmarks for Media and Entertainment [OTT] Apps
Click Here
Whitepaper: Proven Tips to Win the OTT Battle
Click Here
Case Study: How SonyLIV Increased Conversions by Scaling
Personalized Campaigns.
Click Here
Live demo: Get a customized 30-minute demo from our team
Click Here
Contact Us : webinars@clevertap.com
Questions?
Additional Resources:
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State of the Media and OTT App User Lifecycle
- 1. State of the Media and OTT App User Lifecycle Optimize Customer Experiences at Scale
- 3. Helping marketing, product and growth teams at B2C companies retain their users for life We enable this at scale, in real-time and with precision by providing a unique combination of: ● A unified user data platform ● Actionable insights and segmentation ● Timely, personalized omni-channel engagement About CleverTap 3
- 4. Proven Performance & Scale CleverTap Architecture solves for a variety of use cases without any assumption of domain 8,000+ Customers Globally 1 Billion Devices Reached 25 Million Campaigns Sent Per Month $2 Billion Incremental Revenue Delivered 4
- 5. Agenda The Rise of OTT platforms • The OTT Ecosystem • OTT Consumption Patterns • Building an Engagement Strategy for Your OTT Apps 5
- 6. The Rise of OTT OTT is part of the larger Video on Demand Ecosystem 6
- 7. Source : VAB 7 100+ Streaming Services in the US alone OTT Streaming Services & Devices Ecosystem
- 8. Source : VAB 8 100+ Streaming Services in the US alone OTT Streaming Services & Devices Ecosystem Market that’s showing a CAGR of 17% Incremental Growth $64.14 bn No. of Smart Devices by 2020 20 bn
- 9. 9 USD 100 Customer Acquisition Cost 64% Consumers Frustrated while searching for Content 67% Users Churn In the first two weeks OTT Challenges
- 10. SOCIAL SHARING UPGRADE ACCOUNT SHARE ON SOCIAL MEDIA VIEWING VIEW CONTENT BINGE WATCHING A SHOW DISCOVERING WATCH TRAILERS VIEW CONTENT RECOMMENDATIONS SEARCHING SEARCH BY DIRECTOR BROWSE BY GENRE Customer Micro-Moments Are Re-shaping the Media & OTT Industry 10
- 11. A great user onboarding experience can improve user adoption by 11 Delivering The AHA! Moment 7X
- 12. 12 User Onboarding Benchmarks • Greet users with a welcome message on first app launch • Nudge users to register via an in-app message that focuses on subscription benefits or highlights popular content • Offer a brief product tour that covers the most important actions users take inside the app #CleverTips
- 13. 13 Deliver a more relevant experience tailored to match each user’s preferences. Personalized Content Recommendations
- 14. 14 From Onboarding to Engagement Benchmarks • Ask users about their favorite genres or categories to start delivering a personalized experience • Send campaigns with personalized recommendations or popular content • Prompt users to opt-in for push notifications to increase reachability #CleverTips
- 15. 15 Convert Freemium Watchers into Premium Subscribers Keeping Users Engaged
- 16. 16 User Engagement Benchmarks • Nudge users to resume abandoned media they last played to increase content completion rates • Use in-app notifications with content recommendations on app launch • Facilitate new content discovery with previews triggered on app launch. Use optimal time of engagement with features like CleverTap’s best campaign send times #CleverTips
- 17. 17 Omnichannel engagement campaigns nurture your brand’s relationship with customers and drive higher viewership Keeping Users Coming Back to the App for more
- 18. 18 Retention Benchmarks • Notify users of new releases and remind them to resume unfinished content • Nudge users to add content to their watchlist, and remind users of unwatched items on their watchlist • Incentivize users to commit to longer subscriptions by offering a discount, access to exclusive content #CleverTips
- 19. 19 Reasons for uninstall can vary from UI/UX issues, functionality, performance, or engagement experience. Tackling Churn
- 20. 20 Reinstall Benchmarks • Eliminate friction points within your app by tracking user behavior using path analysis tools such as CleverTap’s Flows • Win back users with time-sensitive, targeted promotional offers • Request user feedback to understand the reasons for uninstalls #CleverTips
- 21. SOLUT I ONSA B OU T SonyLIV, a subsidiary of Sony Pictures Network, was the first OTT platform in India and set the tone for the VOD and digital media ecosystem. It is the preferred destination for blockbuster movies, original web series, TV shows, live sports and music. Case Study: Media/OTT 22
- 22. • User Onboarding and opt-in for notifications • Personalization at scale • Monetization of the SonyLIV platform • Targeting users at the right time with the right message CHALLENGES Case Study: Media/OTT 22
- 23. SOLUT I ONS • Live User Segmentation • Deep Linked Push Notifications • RFM Analysis • Geolocation Targeting Case Study: Media/OTT 22
- 24. SOLUT I ONS • Live User Segmentation • Deep Linked Push Notifications • RFM Analysis • Geolocation Targeting Case Study: Media/OTT 22 Conversion rates on campaigns driven by RFM based segmentation CTRs with campaigns based on geolocation targeting 16% 25%
- 25. 25 Questions?
- 26. Report: Industry Benchmarks for Media and Entertainment [OTT] Apps Click Here Whitepaper: Proven Tips to Win the OTT Battle Click Here Case Study: How SonyLIV Increased Conversions by Scaling Personalized Campaigns. Click Here Live demo: Get a customized 30-minute demo from our team Click Here Contact Us : webinars@clevertap.com Questions? Additional Resources: 23
- 27. Thank You!