OTT Is Not Just For Christmas!

Christmas is rapidly approaching and you can guarantee that under trees around the world there will be countless Apple TVs, Roku boxes, Chromecasts and Amazon Fire TVs.  Research by Paywizard reports 52 per cent of viewers are planning to use an online TV service during the festive season.  The combination of right price and great content cannot be ignored.  However, the same report states that 45 percent of subscribers are planning to cancel their subscriptions immediately or within six months.

Whilst many see this as a negative I actually see this as a huge opportunity.

With any product or service getting that first taste by the customer is one of the hardest things to do.  It’s this time of year that is probably the easiest to achieve that.  Pester power, momentum, Zeitgeist, call it what you will but customers have money in their pockets and are ready to buy, in some cases are desperate to buy something.  The added bonus of seeing great content is almost secondary.

It’s getting these same customers to come back when the festive season is over that is the real challenge – as shown by the Paywizard report.

 So what will achieve that?  Simple – quality of experience.

For many this will be their first experience of OTT and they will only have traditional TV to compare it with.  The service that provokes crying children or stops working at the crucial point in a football game will not be renewed.  However, those that provide good quality of service will become part of peoples lives, maybe even becoming their go to choice for entertainment.

Ensuring your service is remembered as ‘the one that works’ will be crucial to its longevity.  

Remember, good quality of service is for life, not just for Christmas.