Key Findings Reveal that Activating a Full Suite of Personalization
Tools Reduces Churn from a Pay-TV Subscriber Universe Up to Three Times
LAS VEGAS--(BUSINESS WIRE)--
CES 2019-- TiVo
Corporation (NASDAQ: TIVO), a global leader in entertainment
technology and audience insights, today released the findings from a recent
churn reduction analysis pulled from its Personalized Content
Discovery Platform (PCD). Among some of the key findings uncovered were
that churn is directly related to long-term audience retention. Video
service providers that implemented technology solutions that helped them
personalize their search and recommendations saw a 140 percent increase
in audience retention over six months, respectively. Additionally,
presenting certain content recommendations to consumers supported a
notable reduction in churn. For example, if users are presented with
personalized video-on-demand (VOD) titles that align with their most
engaged consumption patterns, they are less likely to churn over time.
“In this media and device-fragmented world, identifying which viewers
are watching your content – and then driving new viewers to those
valuable assets – is more important than ever before,” said Walt
Horstman, senior vice president and general manager, advanced media and
advertising, TiVo. “This analysis supports the importance of creating an
impactful and data-driven entertainment experience for the consumer,
while creating pathways to discovering content more easily.”
“Content must be merged with technology to produce a truly effective
consumer experience. This analysis supports the idea that video service
providers can better predict when their subscribers or customers will
leave their service or content and help them to understand how to better
capture their attention. This is also important for marketers when
determining where to put their promotional spend and who to target in
order to retain key customers,” said Chris Ambrozic, vice president of
product management, TiVo.
Among some additional key findings were:
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Providers that use personalization technology like the Personalized
Content Discovery platform, churn up to three times less than
providers who manually merchandize their content.
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Based on an analysis of ROI, churn reduction also has a direct impact
on the bottom line of content merchandising spend.
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Users who spend an above-average fraction of time watching on a
weekday tend to be more likely to churn, as compared to those who
spend an above-average fraction of time watching during the weekend.
The reduction of churn leads to increased new user retention and
increased viewership, which can be attributed to a commitment to
personalize the user experience. This implies great opportunity for
increased monetization for the provider, and a better consumer
experience, due to reduced content search time.
While great content is crucial, great content alone is insufficient.
TiVo’s churn analysis has revealed that engagement and viewership are
the two most important elements to examine when determining how and why
a user is or isn’t churning.
Through robust analytics tools that live within TiVo’s content
merchandising tech stack, TiVo can optimize better predictions to
showcase how users might behave when presented with valuable content and
also help determine what actions can be taken to support lower churn
rates.
About TiVo
TiVo Corporation (NASDAQ: TIVO) is a global leader in entertainment
technology and audience insights. From the interactive program guide to
the DVR, TiVo delivers innovative products and licensable technologies
that revolutionize how people find content across a changing media
landscape. TiVo enables the world’s leading media and entertainment
providers to deliver the ultimate entertainment experience. Explore the
next generation of entertainment at tivo.com
or follow us on Twitter @tivo or @tivoforbusiness. For more information
about TiVo, visit business.tivo.com.
TiVo and the TiVo logo are registered trademarks of TiVo Corporation
and its subsidiaries worldwide.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190108005265/en/
Lerin O’Neill
TiVo
+1 (408) 562-8455
[email protected]
Source: TiVo Corporation