Ep. 57: Chris Redmond - Navigating Global Streaming's Regional Accents and the Subscription Economy

In this first episode of 2025's Retention Zone , I sit down with Chris Redmond ???? , Founder of the OTTRED community and RedHolt , to explore the evolving landscape of streaming services and subscription economics. Speaking from Dubai's Creek Golf Club, Redmond offers unique insights into the regional differences shaping the streaming industry and the critical challenges of customer retention in today's subscription-saturated world.

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Navigating Global Streaming's Regional Accents and the Subscription Economy

In this first episode of 2025's Retention Zone, I sit down with Chris Redmond, CEO of OTT Red, to explore the evolving landscape of streaming services and subscription economics. Speaking from Dubai's Creek Golf Club, Redmond offers unique insights into the regional differences shaping the streaming industry and the critical challenges of customer retention in today's subscription-saturated world.

A Global Perspective with Regional Accents

Redmond's position in Dubai provides him with a distinctive vantage point on the streaming industry's global dynamics. His background in telecommunications and data transmission gives him a deep understanding of the technical foundations of streaming services. As he puts it, "Streaming is the spiritual home of where I'm supposed to be."

The conversation reveals how streaming's evolution varies significantly by region:

• North America faces ongoing challenges from massive layoffs and market consolidation, with recent developments like the Disney-Hulu evolution highlighting the need for innovative collaboration.
• Europe emerges as a "hotbed of activity" for established brands and innovation, though perhaps not the biggest employers.
• Middle East presents unique opportunities with its young demographic and available capital. As Redmond notes, "70% of the population in Saudi Arabia is under the age of 30," creating massive potential for streaming adoption.

The Subscription Economy Challenge

One of the most pressing issues discussed is the growing complexity of the subscription economy. Redmond observes that "everything's subscription now, not just our streaming services." This proliferation of subscription-based services has led to more sophisticated consumer behavior, with users becoming increasingly strategic about their subscription choices.

"People are becoming smart to where they can get in, binge watch and get out," Redmond explains, highlighting how consumers are actively managing their subscription portfolios. This behavior makes customer retention increasingly challenging for streaming services.

The Battle Against Churn

The discussion emphasizes the critical importance of managing customer churn, with Redmond strongly advocating for proactive approaches: "If there was one thing, particularly in a subscription based business with a huge cost base, with the type of fluctuations that we see in streaming, I would absolutely be shoring up my thought by making sure that I had systems, processes, methodologies in place to forecast what churn might be."

The conversation introduces an interesting framework for understanding customer relationships through three personas:

• Acquisition Persona
• Retention Persona
• Win-back Persona

Redmond identifies himself as an "acquisition persona" but notes that the industry has evolved beyond simple acquisition to what he terms "conquesting" - actively competing for subscribers who already have multiple subscriptions. As he explains, "Everyone's already got subscriptions, maybe too many... what you're trying to do is win them off other people."

Market Evolution and Future Outlook

The interview concludes with an optimistic outlook for 2025, based on increased activity in the streaming sector. Redmond shares that the final months of 2024 showed significant uptick in recruitment activities, which he considers a "good weather vein for any industry."

His Dubai perspective also offers insight into how subscription-based platforms are evolving in emerging markets. The UAE's unique demographic makeup, with "90% of the population being expats," creates specific demands for content accessibility and cultural relevance through subscription platforms.

Looking Forward

The discussion emphasizes that success in the streaming industry requires understanding regional nuances while maintaining focus on fundamental business metrics like customer retention. As streaming services continue to evolve, the ability to predict and prevent churn while maintaining strong value propositions will be crucial for survival in an increasingly competitive market.

Redmond's final observation about increased market activity suggests a positive trajectory for the streaming industry in 2025, despite the challenges of market saturation and subscription fatigue. The key to success will lie in understanding and adapting to regional differences while maintaining strong focus on customer retention and value delivery.

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Retention Zone is presented by Cleeng, the Subscription Retention Management SAAS platform.

Retention Zone is hosted and produced by Carlo De Marchis (A guy with a scarf)