Turning Viewers into Promoters: What Rising NPS Scores Tell Us About the Power of Experience

21/10/2025

As global operators simplify and evolve their digital platforms, NPS improvements show that better experiences create stronger advocacy. This blog explores how NAGRAVISION's OpenTV ENTera is leading the way in driving customer loyalty, from Europe to Latin America.

In recent media conferences attended by NAGRAVISION-from Amsterdam to New York to Paris-a recurring theme has echoed in keynote speeches: Simplify or get left behind. Operators are under pressure to deliver services that feel effortless to the customer. Net Promoter Score (NPS) is no longer just a nice-to-have, it has become the north star for judging whether your simplification efforts are working.

After all, NPS is uniquely powerful: it captures whether customers would recommend you, which implicitly reflects their experiential judgment of everything, from content discovery to streaming quality. As Salesforce[1] puts it, NPS is a common language for the customer conversation and a clear benchmark for loyalty. And in an environment where telcos are investing across the digital landscape, NPS becomes a proxy for how effectively they compete on UX, agility, and consumer trust. It's then no coincidence that telco operators that promote bundled services, as well as seamless UI experiences, are also the ones driving NPS forward.

Improved Experiences Drive Improved NPS Scores

Moving from principles to practice: across markets where OpenTV ENTera is deployed-with Tier-1 and Tier-2 operators in Europe, Latin America, and beyond-we see a strong pattern: the operator's digital services tend to be among the most preferred.

A concrete example comes from a Hungarian telecom and broadband operator that, saw NPS improve by +28 points in 2025, a dramatic swing that, on closer analysis, comes primarily from turning more consumers into promoters- meaning more people are actively endorsing the service, rather than simply being less unhappy. On the digital front, across both the mobile app and web application NPS improved significantly- jumping from 8 to 30. This shift validates our belief that improving the core user experience, reliability, navigation flow, and performance pay off in recommendation intent[2].

Behind the scenes, OpenTV ENTera differentiates itself by not just delivering a sleek UX but also recognizing that users don't want to relearn everything. Instead, OpenTV ENTera layers A/B testing, editorial curation, and embedded analytics within an intuitive UI. The result is that operators can deploy an experience that feels familiar at first glance but progressively grows smarter with every interaction.

The Broader NPS Landscape

To understand how important this is, let's look at the big players. Netflix, for instance, consistently has one of the highest NPS values in the entertainment space (often cited at 67). What's remarkable is that the common thread behind high NPS among these players isn't just the depth of content - it's the product and UX decisions. Ads, bundling, recommendations, and frictionless navigation have all become as critical to satisfaction as the content itself[3].

Content remains the reason viewers press play. But as catalogs expand and begin to look alike, it's the experience of discovering, choosing, and watching that truly sets a service apart and ultimately lifts NPS.

With OpenTV ENTera, we're not looking to reinvent UX, because our customers don't want disruptive overhauls. Instead, we build on navigation models that users already know but we enrich them using AI. This combination of familiarity and intelligence reduces friction and increases delight. Crucially, OpenTV ENTera doesn't treat analytics as a bolt-on. A/B testing, analytics, and performance measurement are embedded directly in the management console. This enables operators to run experiments on layout, recommendations, and promotions, then immediately measure the impact on engagement and NPS.

One of the key lessons from the Hungarian example is that NPS trends matter more than raw scores. In the telco world, it's not so much about whether your score is 25 or 30 - both are relatively common benchmarks - but about how much you've improved. An increase of 20 or 30 points signals a genuine shift in customer sentiment and loyalty, showing that more users are moving from frustration to satisfaction, and from satisfaction to active advocacy. What's equally important is the nature of that shift: it's one thing to reduce the number of unhappy viewers, but the real breakthrough comes when those same viewers become promoters, the ones who actively recommend your service to others.

In a telco world under siege by rising consumer expectations, the operator who delivers the most frictionless, intelligent UX will win on NPS, and ultimately, on customer retention. And consistently, OpenTV ENTera is the solution that helps operators become the most loved services in their markets. We help transform consumers into promoters and the real business outcomes follow.

Get in Touch

If you want to find out more about the latest NAGRAVISION solutions and innovations or would like to explore how our multi-award winning OpenTV ENTera solution can help you improve consumer NPS scores, get in touch - we'd love to continue the conversation!

[1] https://www.salesforce.com/eu/learning-centre/customer-service/calculate-net-promoter-score/

[2] August 2025, Bell Research Report, OneTV pNPS 2025 W2

[3] Netflix NPS Score: How To Secure Exceptional Customer Loyalty

Laura Rognoni

Solution Marketing Manager

LINK:	https://nagra.vision/newsroom/blog/turning-viewers-into-promoters-what...
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Turning Viewers into Promoters: What Rising NPS Scores Tell Us About the Power of Experience

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