Creating excellent content, attracting the subscribers too, but your analytics suggest that your retention numbers aren’t great?
If this seems like a familiar issue for your OTT service business, read on because Enveu has the solutions to boost your numbers.
What is cross-platform design?
A familiar problem for many OTT players is a challenge with the cross-platform design. Before getting into explaining the solutions, here’s a brief description of cross-platform design in the OTT world: Cross-platform design means how your app and its content looks across devices (smartphone, Connected TV, computer, Amazon firestick, etc).
OTT players need to think about building a unified design system across devices. We all know that a well-defined design system can help with customer retention. While colours and typography play an important role, how the interfaces are built across platforms also help.
Why is it important?
Reaching your user: According to an OpenX study from 2019, the average OTT user streams content over three devices.
So, depending on what time of the day or where your consumer is, there’s a great chance that he/she could be consuming your video content across different devices.
While travelling the tablet/smartphone could be the primary choice of device, but when the consumer is at home, there’s a great chance that he/she is logged in on a Connected TV or a laptop.
App experience: The app experience is a make or break for many consumers. While creating apps for multiple platforms, one thing you have to take note of is the experience each app provides. You don’t want a mobile app being adopted in a shoddy manner for the consumer viewing on a laptop or the television. Across any of these platforms, if a consumer faces a poor experience, he/she is likely to completely tune out of your app.
This is where Enveu steps in. We make sure that we create the best possible experience for each platform.
Increasing brand awareness and revenue: Just seeing your app’s icon across platforms could work as an advertisement and get your consumer’s attention. This also helps you on the advertising front.
With different mediums offering a different set of consumers from different parts of the world, your OTT platform could be the dream for your sales team as they have a plethora of options to offer advertisers.
It’s not only advertising but also subscription revenue that can increase. For example, Netflix looked at markets like India and rolled out a mobile-only subscription plan at Rs 199 (less than US$ 3). With a lower entry point, the brand was able to attract a higher audience base.
Similarly, you could have differential pricing for your OTT offering. An ‘x’ price could be offered for smartphone and tablet users. At an increased price you could offer your content on your OTT app for users across Connected TVs and laptops.
These are just a few reasons why you need to consider keeping your OTT streaming service available across devices.
Get in touch with us at Enveu to discuss these and more.