Improving the video experience is key to tackling OTT churn

Changing consumer behaviour, increasing competition and new business models make OTT subscription services especially vulnerable. Outside of the obvious churn reducers of content selection and price, I believe that a good user experience naturally leads to improved engagement with the service – leading to increased customer satisfaction as well as more usage.

Compared to other churn reduction actions, it’s a cost effective way of addressing this problem. Getting the video experience perfected does require a few things:

Understand the user data
It is clear that if a consumer is not using the video service, then churn likelihood is high. It is equally clear that a very frequent user is unlikely to churn.

However, for the majority of users who are…