BroadcastPro ME hosted two roundtables where participants discussed potential strategies to minimise subscriber churn on OTT platforms.
The MENA OTT video market is estimated to be worth $4.79bn this year, according to Statista. The annual growth rate (CAGR 2024-2029) is anticipated to be 6.13%, leading to a projected market volume of $6.45bn by 2029.
With so much money on the cards and a vastly demanding, content-hungry audience that harbours no loyalties to any platform, streamers are continuously having to innovate to ensure minimal subscriber churn. In the roundtables BroadcastPro ME has hosted this year, personalisation strategies have been at the core of the discussion. This edition features two of those roundtables, both entailing participants discussing how they try to retain subscribers on their platforms. We brought together a mix of streaming platforms, including general entertainment, sports and e-commerce players.
In the course of our discussion, super apps were mentioned as a potential way forward by some. Others remarked that the addition of sports helps a platform draw in new subscribers. Once they are in, platforms then try multiple means to retain them. In the case of an e-commerce platform like Noon, it has entered the sports fray to offer an integrated e-commerce and entertainment experience, hoping to leverage its strength in the former to bulk up the latter.
Streamers have several challenges to contend with in the current market and are constantly revisiting their content and technical strategies to address them. In fact, AI has helped anticipate when a subscriber is about to leave, and has been empowered to then offer that viewer an incentive to remain on the platform. The roundtables have served as great areas to learn about the day-to-day challenges in the industry and how they are being tackled. We have shared all those invaluable insights with you in this month’s edition. Happy reading.
