Weekly Media & Subscription News Round-up | July 11, 2016
2016 Olympics, Pay TV Growth & Reasons for Churn
MPP Global shares six stories from the last seven days of news affecting the media and subscription industries
Media and publishing industries constantly need to innovate in order to provide fresh content for hungry audiences to consume. This is particularly true in the digital sphere, where online platforms are finding new and exciting ways to broadcast large sporting and cultural events.
The means by which consumers access the Summer Olympics are predicted to be revolutionary. The survey finds that millions are less likely to watch via TV but will, instead, turn to other non-traditional platforms across multiple screens. More exciting is the prospect of VR programming – predicted to be the ‘next big thing’ in digital.
Q1 of 2016 saw Pay TV subscribers within the top 100 services grow by 1.7% worldwide. The Asia Pacific region exhibited the biggest quarterly increase with 5.35 million new subscribers, whilst growth in mature North American markets are relatively saturated. The Asia Pacific region is the engine for the world’s pay TV industry and will be responsible for leading economic growth for the next 30 years. We are seeing a range of new digital and direct-to-home services, such as the new Danet OTT service that MPP Global and eSuite are powering in Vietnam for an audience that can reach 90m viewers.
News Corp Australia will be launching a freemium paywall across several regional titles as consumers become more accustomed to paying for content. Increasingly publishers are monetizing their digital content using paywalls rather than via advertising, however the two are not mutually exclusive.
The complete redesign and content update on the INMA website is now complete after a year in production. With member-provided case studies, strategic reports, a peer-to-peer member directory, and archives of best practices, conference presentations, videos, and industry headlines, INMA has redefined how it presents itself as an industry thought leader.
Freemium models enables readers to build their reading habits before they commit to a subscription service. By identifying subject niches and profiling consumer behavior with metering or tailored subscription packages, publishers can successfully transition readers accessing content from free to fee.
6. IBM survey says ads are the biggest reason people consider cancelling their streaming video services
Excessive online advertising during video streaming was reported the”most likely” reason for churn from a subscription service, whilst cost, lack of choice and slow buffering were the next popular causes, respectively. OTT video providers need to continue to profile consumers and monitor reasons for churn in order to act to reduce subscription drop-offs.