The dynamics of content distribution are evolving rapidly, driven by the need to attract new subscribers and retain existing ones in a crowded market.
At a recent session of The Stream TV Show, industry leaders gathered for a roundtable discussion on the strategic implications of bundling, packaging, and partnerships in the digital entertainment landscape. Moderated by Amy Joe Smith, President & CEO of DEG: The Digital Entertainment Group, the panel featured insights from David Purdy of Stingray, Amy Geary from NBCUniversal, Liz Spaulding of BritBox, and Madison Wojciechowski from Warner Bros Discovery.
Embracing Bundling as a Strategic Imperative
David Purdy, Chief Revenue Officer at Stingray, highlighted the importance of bundling as a customer-centric strategy. “We’re very committed to bundling – if the great rebundling occurs, it should be customer-centric based on what AI is telling us,” Purdy emphasized. For Stingray, leveraging AI insights to tailor bundling options ensures that offerings resonate with consumer preferences, potentially reducing churn and enhancing user satisfaction.
Simplifying the Customer Experience
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Amy Geary, Senior VP of Content Distribution at NBCUniversal, echoed the sentiment, emphasizing the need for simplicity in the bundling experience. “With so many things to watch, discovery becomes very important,” Geary noted. Simplifying the process not only enhances user convenience but also facilitates easier content discovery across platforms.
Strategic Benefits and Consumer-Centric Approaches
Liz Spaulding, Head of Business Development at BritBox, highlighted the multifaceted benefits of bundling when executed strategically. “There are many benefits to bundling, including lower CPAs and exposing more content to customers,” Spaulding explained. However, she stressed the importance of a holistic approach that ensures seamless content exposure aligned with consumer preferences and behaviors.
Balancing Brand Identity with Consumer Convenience
Madison Wojciechowski, VP of Content Sales & Distribution at Warner Bros Discovery, discussed the delicate balance between maintaining distinct brand identities and providing a unified user experience. “Consumers desire a single platform for content access, but maintaining brand identity remains crucial,” Wojciechowski observed. This balance is particularly evident in the evolving landscape of Free Ad-Supported Streaming TV (FAST), where quality and viewer engagement trump sheer volume.
Evolution towards Quality and Relevance
Reflecting on the evolution of FAST platforms, Wojciechowski emphasized a shift towards quality over quantity. “Initially, more was better, but now it’s about prioritizing revenue-generating content over filler,” she explained. This strategic shift ensures that content offerings resonate with audience preferences, driving both engagement and revenue growth.
Looking Ahead: Future Trends and Innovations
As the session concluded, it was evident that bundling, packaging, and partnerships are pivotal strategies in the quest to attract and retain subscribers. By leveraging data-driven insights, streamlining the user experience, and balancing brand identity with consumer demands, content distributors are poised to navigate the evolving landscape successfully.
The insights shared by the panelists at The Stream TV Show underscored a shared commitment to innovation and customer-centricity. By embracing bundling as a strategic imperative and focusing on quality content discovery, industry leaders are shaping the future of digital entertainment, ensuring a seamless and enriching experience for viewers worldwide.
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