| While traditional television will continue to decline in the years to come, OTT has emerged as the new generation of TV.
For any media company, video is part of their core strategy, and having a multiscreen approach is mandatory. Regardless of their short-term goals (monetizing, offering value-added service or brand positioning), media companies will continue to go mobile. Moreover, for many, this is just the ‘cost of staying in the game’.
At SmartboxTV, we analyze continuously the Data of millions of monthly users that interact with video from all over the world through our proprietary Nunchee Platform. We look to identify the key factors that drive the successful, subscription OTTs. Here are some of the interesting patterns:
- Frictionless onboarding: OTT services are designed for customers to subscribe and pay without one-on-one interactions. Having a low-friction onboarding and a free-trial period drive subscriptions. The expected conversion rate should be over 40% of the users involved in the trial period.Notice that over 68% of signups are taking place on web versions. This makes sense, considering that the registration process is probably more painful, from the user perspective, and while web versions are comparatively easier for difficult tasks. We strongly encourage our clients to keep signup as simple as possible, requiring minimal information from the user.
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