The campaign revolved around a global study that provided insight into the state-of-play of OTT pay-TV, based on a comprehensive survey of consumers in the UK, US, Germany, Brazil, Singapore and Australia.
The survey examined: pay-TV subscribers’ attitudes, particularly those using OTT service, towards use and uptake; their viewing habits at Christmas; their potential to cancel; their reasons for keeping a service; and the relative importance of factors such as content, customer experience and cost in attracting and maintaining subscriptions.
The results demonstrated clearly that demand for OTT services was exploding – with subscriptions nearly doubling in just one year – but close to 60% of new customers planned to cancel within six months.
This underlined the critical importance of providers focusing on better subscriber management, enhancing customer experience and better understanding their consumers – key elements of Paywizard’s offering.
These insights were highlighted to the wider marketplace via a comprehensive press release campaign, as well as marketing emails, social media posts, blogs, infographics, newsletters, by-lined articles and other communications.