Winning and Retaining OTT Video Customers
- ‘Frictionless’ approach gives Netflix 7 to 1 advantage in Scandinavia
- Analysis finds that outdated business models sank HBO Nordic’s chance for success
According to this new analysis from nScreenMedia, the reason Netflix has a 29% penetration in Denmark while HBO Nordic has just 4% is that each service has radically different barriers to adoption. In this free white paper, nScreenMedia looks in detail at the launch of Netflix and HBO Nordic in Scandinavia to understand how the two services could achieve such different results.
The white paper examines data which shows clearly that online video viewers simply refuse to bound by the terms of traditional pay-TV. Any barrier placed in their path, such as a login or complicated user interface, will result in them moving on to the next service.
Service providers must strive to lower the barriers for consumers to get the content they crave, while at the same time keeping the service profitable and secure. The white paper shows that many of the traditional pay TV approaches don’t work on the web. There are, however, simple things service providers can do now to address many of the issues.
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