TiVo Releases New Churn Analysis From Its Personalized Content Discovery Platform
January 08 2019 - 8:00AM
Business Wire
Key Findings Reveal that Activating a Full
Suite of Personalization Tools Reduces Churn from a Pay-TV
Subscriber Universe Up to Three Times
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:
- Providers that use personalization
technology like the Personalized Content Discovery platform, churn
up to three times less than providers who manually merchandize
their content.
- Based on an analysis of ROI, churn
reduction also has a direct impact on the bottom line of content
merchandising spend.
- 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.
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version on businesswire.com: https://www.businesswire.com/news/home/20190108005265/en/
Lerin O’NeillTiVo+1 (408) 562-8455Lerin.ONeill@tivo.com
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