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mhhf1ve
mhhf1ve
1/4/2017 9:06:06 PM
User Rank
Platinum
Re: Quick Churn
> "Hulu gets 3-4 months worth of payments out of me every year while I'm not even using the service."

Hulu just got a month of payment from me.. and I hardly watched in December bc my favorite shows were off for the holidays... darn. should have suspended for a month. I think this "gym membership" model might start to get old..?

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dchampagne70
dchampagne70
12/31/2016 12:14:08 AM
User Rank
Silver
OTT
I have lots of neighbors that seem to only signup for the trial period to watch that certain show or movie they want and then just let it run out and quit it.  I guess there is a purpose for this but I think it will get a lot better in the new year coming.  My husband seems to find easy and watch lots of British shows, so I think they will continue to grow in the new year.

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dlr5288
dlr5288
12/30/2016 1:57:40 PM
User Rank
Platinum
Re: One-offs
I agree. I think the big sports fans are who are really going to influence the future of OTT.

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elizabethv
elizabethv
12/16/2016 2:09:13 AM
User Rank
Platinum
Re: Quick Churn
@Adi - I supposed that's a good point. Just because someone says they are going to churn doesn't mean they actually will. People most definitely are lazy, that's why so many businesses anymore like people to sign up for a contract with recurring payment - even better if that recurring payment is automatic. People just forget that the money is coming out of their account, get used to it and leave it be. Even if companies get an average of 3 extra payments out of a person that way, that's 3 extra months worth of profit they wouldn't have had without the effortless step of "automatic recurring payments." Heck, if I was smart I'd cancel Hulu through the summer months when nothing I watch is new on there, but I don't. So Hulu gets 3-4 months worth of payments out of me every year while I'm not even using the service. 

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dmendyk
dmendyk
12/15/2016 3:16:15 PM
User Rank
Platinum
Re: One-offs
The content supply chain operates on one very simple principle: The path to the most money is the path that gets followed. As long as conventional networks are willing to spend multiple billions of dollars/pounds/zloty/whatever on sports content, and the content owners don't see more money doing things differently, the model will remain intact. Yes, there will be some OTT wrinkles, but these are mainly ancillary to the main revenue stream.

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mhhf1ve
mhhf1ve
12/15/2016 3:05:42 PM
User Rank
Platinum
Re: One-offs
The unpredictability of scripted shows and reality TV is what makes OTT services so churn-filled. But at some point, I imagine, live sports will take to OTT for some reason or other, and then there will be some loyalty to OTT channels because die hard sports fans won't switch services if they can find their team on a certain service for a good value (or even not such a great value).... 

It's starting to happen.... it will take some time, but maybe the FCC's push to open up cableboxes will grind to a halt and the drive to OTT will slow significantly.

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dmendyk
dmendyk
12/13/2016 3:59:33 PM
User Rank
Platinum
Re: One-offs
OTT is a one-off proposition for the most part. It's hard to imagine any predictability to an OTT business. This is the thing that has to scare content providers the most.

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Ariella
Ariella
12/13/2016 1:19:18 PM
User Rank
Author
Re: Quick Churn
@Adi sometimes those shows do take off as in "The Office" But sometimes they don't even get off the ground as in the American version of "The IT Crowd," which even retained Richard Ayoade. I also got the impression that the American version of Broadchurch did not do as well as expected. Now I know some people who say they cannot make out the British accents, but I don't think that's the majority. I also wouldn't think Americans insist on seeing familiar geography. So I'm not altogether certain why some shows are picked to be Americanized.

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Mitch Wagner
Mitch Wagner
12/13/2016 12:44:26 PM
User Rank
Gold
One-offs
Anecdotally, I know a few people who will sign up for an OTT service to watch a specific show, and then quit when done watching that show. 

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Adi
Adi
12/13/2016 12:01:49 PM
User Rank
Author
Re: Quick Churn
@ariella - yes, saw that and it's probably worth a shot. A lot of brit shows do well in the states, but usually its period dramas. More modern stuff usually just gets remade in the states, with local actors and locations because American audiences tend to prefer their own content for more contemporary situations. And something like Eastenders...I don't see it working in the US at all. But I suppose it isn;t costing them much, so why not.

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