Retention Zone Live: Shaping the Future of Streaming Monetization and Subscriber Retention

When 1 year ago, just out of IBC 2023, I shared the idea for Retention Zone to team Cleeng , I did not expect an immediate and enthusiastic support as I got from Benedicte Guichard . She was 100% instrumental to launch and to make it happen and supporting to today.

Similarly in May while I was planning for IBC 2024 I launched the idea to do a Retention Zone Breakfast close the RAI in Amsterdam to meet some 20 people and have a conversation about the state of streaming, monetization and retention.

Benedicte and Gilles Domartini came back with a bigger ambition: "Let's do a proper event on Thursday night in central Amsterdam from 6 to 11 pm, 4 sessions, drinks, food, networking."

So... that is what we did! And here is the summary of what happened and what was said.

Sold out event. Great energy in the room, good content, lots of conversation amongst people who attended, some minor tech glitches as we had to upgrade the venue 5 days ago as more people where registering than we panned for.

Shaping the Future of Streaming Monetization and Subscriber Retention

As I stood before the gathered crowd in Amsterdam, I couldn't help but feel a sense of pride and excitement. After 35 years in the sports tech industry at Delta Tre, here I was, hosting our inaugural Retention Zone Live event. It's been a whirlwind year since we launched the Retention Zone podcast, and this event was the culmination of countless conversations with industry experts and leaders.

The venue buzzed with energy as attendees from across the streaming ecosystem filed in. I knew we had a stellar lineup of speakers and panelists, each ready to share their unique insights on the challenges and opportunities facing our industry. As I took a deep breath and stepped up to the microphone, I reflected on the journey that brought us here.

Session 1: One Year of Retention Zone - Key Lessons Learned

Opening the event, I shared the three main lessons I've gleaned from a year of hosting the Retention Zone podcast:

1. The Growing Importance of Retention: I've watched our industry evolve from a singular focus on acquisition to a growing recognition of retention's critical role. It's not quite the "endgame," I told the audience, but it's become a vital aspect of streaming business strategies that we can no longer afford to overlook.
2. The Increasing Sophistication of Retention Strategies: Drawing from my conversations with guests over the past year, I emphasized how retention has become a multidisciplinary effort. It's no longer just about content; it involves pricing, packaging, technical considerations, and more. I've seen firsthand how different streaming services face unique challenges based on their scope, whether regional or global, sport-specific or entertainment-focused.
3. The Rapidly Evolving Industry Landscape: I shared my observations on the significant changes our industry has undergone, particularly in the last 2-2.5 years. The shift towards hybrid monetization models and the exploration of multiple revenue streams, including B2B opportunities, has been fascinating to watch. I stressed to the audience the need to keep their "radars" constantly active on both the market and consumers to adapt to these rapid changes.

I also touched on the importance of upskilling teams, especially in transitioning from B2B to B2C expertise, and the crucial role of data in the entire value chain. As I concluded this opening session, I emphasized the advantage of creating architectures that combine best-in-class solutions rather than building everything in-house, setting the tone for the discussions to follow.

Session 2: Exclusive Market Insights from Omdia's Daniel Simmons

Next, I had the pleasure of introducing Daniel Simmons from Omdia . His data-driven presentation provided valuable context to the trends we'd been discussing on the podcast over the past year.

Daniel's findings on the persistent importance of subscription models, despite the growing buzz around advertising, confirmed many of my own observations. His projection that 95% of services will have launched a hybrid ad-supported tier by 2026 sparked numerous conversations during the breaks.

The revelation of high churn rates - with some services turning over their entire subscriber base almost twice a year - reinforced the importance of the work we're doing with Retention Zone. It was a sobering reminder of the challenges our industry faces.

I was particularly intrigued by Daniel's insights on the disconnect between common churn management strategies and the actual drivers of churn. It made me reflect on some of the conversations I've had with guests on the podcast, and I made a mental note to explore this topic further in future episodes.

Session 3: Panel Discussion on Monetization Challenges and Retention Tactics

For the panel discussion, I was thrilled to moderate a conversation between some of the brightest minds in our industry. Alan Wolk from TVREV , Roger Pitton , Thierry Fautier , and Magnus Svensson from Eyevinn Technology brought diverse perspectives that really enriched our understanding of the challenges and opportunities in streaming.

I kicked off the discussion by asking the panelists about their overall outlook on streaming. Alan Wolk's assertion that "Streaming is inevitable" resonated strongly with me, echoing sentiments I've heard from many podcast guests. He went on to predict significant industry consolidation in the next 10-15 years, which sparked a lively debate among the panelists.

Roger Pitton's emphasis on content being king struck a chord with me. His statement, "It's about the content. Streaming is the only way to get there," reminded us all that amidst our focus on technology and strategies, we can't lose sight of what truly draws viewers. This led to an interesting discussion about the balance between investing in content and technology.

The conversation then turned to the complexity of monetization strategies, a topic I've explored extensively on the podcast. Thierry Fautier provided fascinating examples of innovative approaches, particularly in sports content delivery. He mentioned how Amazon Prime is bringing non-professional commentators and YouTubers to provide a unique experience for viewers. This sparked a conversation about how streaming services can differentiate themselves in an increasingly crowded market.

I was particularly interested in the panel's thoughts on the role of sports in retention, given my background in sports tech. Magnus Svensson comment that "Sport is probably the most loyal subscribers ever because if you follow a team sport, you follow that wherever it ends up" really hit home. It led to a broader discussion about the value of niche content in driving loyalty and reducing churn.

As the moderator, I steered the conversation towards the challenge of churn, asking the panelists about their strategies for retention. Alan shared insights from his research, highlighting the importance of personalization and ease of use. Roger emphasized the need for constant innovation in the user experience, while Thierry stressed the importance of data-driven decision making in retention strategies.

The topic of hybrid monetization models came up, and I was impressed by the panel's nuanced understanding of the challenges and opportunities. They discussed how the combination of subscription and advertising models could potentially maximize both ARPU and retention, but also highlighted the complexities of implementing such strategies effectively.

As we delved into the role of data and AI in understanding user behavior and creating personalized experiences, I noticed a sense of both excitement and caution among the panelists. While they all agreed on the growing importance of these technologies, there was a frank discussion about the challenges of implementation and the need for robust data privacy measures.

One of the most memorable moments came when Alan Wolk emphasized the need for industry cooperation. His quote from Benjamin Franklin - "We shall all hang together, or surely we will all hang separately" - perfectly captured the challenges we face as an industry. It led to a thoughtful discussion about how companies can collaborate while still maintaining their competitive edge.

As the panel drew to a close, I asked each panelist for their key takeaway or prediction for the future of streaming. The diversity of their responses - ranging from the potential impact of AI on content creation to the growing importance of niche streaming services - highlighted the complexity and dynamism of our industry.

Throughout the discussion, I was struck by how many of the themes echoed conversations I've had on the Retention Zone podcast over the past year. It reinforced for me the value of these ongoing dialogues in our rapidly evolving industry.

As the moderator, I felt privileged to facilitate this exchange of ideas among such knowledgeable professionals. The energy in the room was palpable, with audience members eagerly jotting down notes and whispering among themselves. I knew that the insights shared during this panel would fuel conversations and strategies long after our event concluded.

When I wrapped up the session, thanking our panelists and the audience for their engagement, I felt a sense of satisfaction. This discussion had not only highlighted the challenges we face in the streaming industry but also showcased the innovative thinking and collaborative spirit that will help us overcome them. It was a perfect encapsulation of why I started Retention Zone in the first place - to foster these crucial conversations and push our industry forward.

Session 4: Gilles Domartini's Vision of the Future

To close out the event, I was excited to introduce Gilles Domartini , CEO of Cleeng. Gilles has been a guest on Retention Zone, and I knew his forward-thinking ideas would provide a fitting conclusion to our day of discussions.

Gilles didn't disappoint. His emphasis on the importance of Lifetime Value (LTV) and the combination of high ARPU and long retention for profitability echoed many of the conversations we've had on the podcast. His breakdown of key trends in streaming - bundling, hybrid monetization, and AI and data - provided a comprehensive overview of where our industry is heading.

What really caught my attention, though, was Gilles' bold prediction about the potential elimination of traditional websites within three years, replaced by AI-generated, fully personalized web experiences. It was a provocative idea that got everyone talking and thinking about the long-term future of our industry.

Cleeng is launching two new major AI-based product features at IBC: ChurnIQ Studio and ChurnIQ AI-ssistant.

Conclusion

As the event came to a close, I felt a sense of accomplishment and excitement. The inaugural Retention Zone Live had brought together some of the best minds in our industry, fostering discussions that I know will shape the future of streaming.

Looking around the room as attendees mingled and continued their conversations, I couldn't help but feel optimistic about the future of our industry. Yes, we face significant challenges, but the energy, innovation, and collaboration I witnessed today give me confidence that we're up to the task.

As I prepare for another year of Retention Zone podcasts, I'm energized by the insights shared today and eager to continue exploring these crucial topics with industry leaders. The journey of the past year has been incredible, and if Retention Zone Live is any indication, the coming year promises to be even more exciting and transformative for the streaming industry.

All Retention Zone episodes are available here: https://www.youtube.com/@RetentionZone/videos

Retention Zone Channels

1. Follow the Linkedin Page: https://www.dhirubhai.net/showcase/retention-zone/
2. Subscribe to the YouTube Channel: https://www.youtube.com/@RetentionZone
3. Subscribe to the Podcast: https://open.spotify.com/show/36WcipK0OZ1cODycNykZXh

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 )