Subscriptions Monthly in Europe | November 2022
Stephanie Johnson
Global Director at Recurly.com | Strategic Growth | Partnerships | Mentor
Welcome back to Subscriptions Monthly in Europe! A lot happened during November, but here’s a recap of the top stories and news. In this edition, we dive deeper into Netflix ’s new features, what marketers can expect on ad spending for 2023, how gift cards are the stars of this holiday season, and why U.K. shoppers love at-home delivery.?
Netflix bounces back, launches ad-backed tier and profile transfers
Last month, Netflix issued its Q3 earnings statement with better-than-expected results. The brand reported 2.4 million net new paid subscribers and a 14% share increase. Netflix ’s efforts to grow revenue and boost retention include a new ad-supported tier and profile transfer feature that allows subscribers to migrate their profile to a new account.
Oscar Wall , Recurly ’s EMEA General Manager, states: “Remember that in most markets, hybrid services from national broadcasters have been available for 10+ years, this isn't really the case of major streaming players like Netflix and Disney Streaming creating something new. Rather it's about moving to an already established regional model that consumers are familiar with. This, combined with inflationary pressures, makes it likely that most streaming platforms will introduce ad-tiered models to help reduce customer churn.”
Brands can’t afford the risk of a spray-and-pray approach to campaigns
With the downgraded ad spend forecast for this and next year, marketers are embracing new technologies and accounting for every penny of spending to fight uncertainty. However, advertising investment is still set for growth. Oscar Wall , Recurly ’s EMEA General Manager, states:?
“Due to rising inflation and the cost of living crisis, global VOD platforms are starting to offer ad-tiered services to make content more accessible for households looking to cut budgets. This hybrid offer has created a unique opportunity for advertisers to reach new audiences and for global VOD platforms to personalise subscription offerings.” Learn more on Performance Marketing World.?
Gift cards and discounts for the win this holiday season
The holidays are here–and the shopping fever too. Retailers are bound to benefit from the gifting trend , pushing discounts and benefits to attract and retain more subscribers. Nearly 70% of consumers this year want to give and receive subscriptions. You’re still on time to boost gift cards and plans for the end-of-year festivities!?
U.K. shoppers love at-home delivery?
At-home delivery allows consumers to save time and money. In the U.K., shipping purchases directly home is high among locals and has grown stronger with time. British shoppers’ preference for getting purchases delivered directly to their homes was higher than the 71% average. Read more on PYMNTS.
What do subscribers want? Learn more about consumer behaviour and preferences in Recurly’s report: What subscribers want: Insights to future-proof your business.
Past & upcoming events
We had a blast at Pulse EU 2022! The perfect event for customer-obsessed professionals: lots of learning, networking, and fun. Guy Meyers , EMEA Regional Director of Customer Success, and Hannah Wheeldon , EMEA Strategic Customer Success Manager, represented the London team during the event.
领英推荐
Thank you for coming to our Breakfast Series in London! Hosted by Bayo M. Kasali and Bernardo A. last Thursday, we connected with Greg Jenkins , Findmypast Head of Product, to discover how they set up their subscription and billing model for success. Read his tips and insights here.
Join our next Breakfast Series edition next December 8th: “Navigating in-app subscription policies,” with Hannah Wheeldon and Henrik Flordal , to discuss the latest Apple and Google policy changes and how these shape the future of reader apps. Save your spot here.?
See you at SportsPro OTT Summit in Madrid. How can subscriptions boost OTT and sports broadcasts? Reach out to Steve Dempsey and Phil Roach to book a time to discuss how Recurly can help you drive subscription growth.
Revenue recognition: 5 critical must-haves for subscription businesses. Join Recurly finance experts Steven Springsteel and Aswin Kurella to discuss the challenges of accounting for recurring revenue and how to keep a good thing growing through revenue recognition. Save your spot.
Get ready for 2023
From the Recurly blog
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