15 September 2016 Leveraging Data to Combat Customer Churn Share
The television industry has long known the importance of data. But are operators using data effectively? It's imperative for operators to take charge of their data in an effort to truly understand their subscriber base and combat customer churn. At a rate of nearly 5% six times greater than satellite and cable TV providers churn is a massive issue for pay-OTT operators. The reality is that service providers can't stop people from having the urge to leave or actually leaving.
The good news is that operators have many data points at their fingertips and can use metrics such as usage data, consumption, geography and demographics to determine if a user is showing signs of leaving. Key insights like this allow operators to engage with subscribers early on and take preventative measures. This post will highlight the importance of using data to target wayward subscribers with personalised communications and offers, stopping customer churn in its tracks.
Shifting Perspective Just because a subscriber says they want to leave, doesn't mean it's time to throw in the towel. Pay-TV operators must change their mind-set. Potential defectors should be viewed as a big opportunity. This is a great time to reconnect with the customer, finding out why they want to cancel and how to better meet their needs. Specifically, the last two weeks is the best time to engage and win the customer back right before they leave. However, should they decide to leave, it's okay to let them go. By making the cancellation process easy, they are more likely to return later.
Optimising Insight Having a consolidated view of previously captured data such as what has been viewed, at what time and on what device, along with geography and demographics can equip operators with the intelligence needed to pre-empt a customer showing signs of leaving and target them appropriately.
Educating Users Informing subscribers of their options, rather than leaving altogether can generate more profitability for operators. By using insight into customer activity to educate the user around different packages - be it an upgrade or downgrade from their current service - that may work better for them, or a providing a counter offer, there's a much greater chance for subscribers to stay.
Soliciting Feedback For those that do leave, an exit survey can help give a full picture of the viewer and prove incredibly useful in a win back campaign. Reasons for leaving such as better pricing from competition, lack of content or personal issues can help to create a more effective approach for the right time and offering to target these users with.
Following Up An example of a well-timed outreach campaign would be to target a user who previously binge watched a particular series. When the new season is due to launch, this is the perfect opportunity to reach out and highlight that there are new episodes coming, while offering them a taster to come back. Staying in touch with past subscribers in a meaningful way is the key to winning them back.
When a former subscriber shows interest in coming back to a service there should already be a wealth of data to use for targeting them, such as basic personal info, previous packages, viewing patterns, etc. Ultimately, it always comes back to data. It should be gathered in the beginning, in the end and throughout the entire subscriber relationship in an effort to create a better experience for users throughout each key decision moment in the subscriber journey. As well as increased revenue opportunities for operators, like maximises customer satisfaction and loyalty over the long term.
For more tips to counteract churn and win back subscribers download our new ebook.
Most recent headlines
18/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
18/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
18/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
18/12/2025
Long-term agreement includes the SES SCORE platform and hybrid distribution worldwide to deliver more than 5,000 hours of golf tournaments annually featuring th...
17/12/2025
Investigative journalists across the Western Balkans and T rkiye continue to con...
17/12/2025
Sports Broadcasting Hall of Fame Inducts 10 Industry Icons During Unforgettable ...
17/12/2025
ESPN to Debut MNF Playbook with Next Gen Stats, a New AI-Driven NFL Data-AltCastThe series, powered by Adrenaline TruPlay AI, launches Dec. 22 and runs through ...
17/12/2025
Inaugural Optum Golf Channel Games Debut Under the Lights' in Primetime on ...
17/12/2025
The right playlist is essential on New Year's Eve, building the energy as you get ready and keeping it high as you count down to midnight. This year, Spotif...
17/12/2025
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({...
17/12/2025
Audiences Watched Over 103 Billion Minutes of TV on Thanksgiving Day
NFL Games ...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
17/12/2025
KPop Demon Hunters Stars Visit Berklee for Weeklong Celebration Andrew Choi and EJAE, who voiced the film's main characters and contributed to its soundtr...
17/12/2025
December 17 2025, 17:00 (PST) Dolby and LG Unveil a New Era of Home Audio With ...
17/12/2025
Wednesday 17 December 2025
Heated Rivalry will be coming to Sky and streaming service NOW on 10 JanuaryTurn on cookies to view this content. Go to Privacy opti...
17/12/2025
Back to All News
Inside The Unseen World Of Indian Customs: Netflix Reveals The...
17/12/2025
Back to All News
Netflix announces PAPARAZZI KING: the docu series coming to Ne...
17/12/2025
Back to All News
Netflix Unveils First Look at Jo Nesbo's Detective Hole Pr...
17/12/2025
Back to All News
Netflix Welcomes Warner Bros. Discovery Board Recommendation
Business
17 December 2025
Global
Link copied to clipboard
After Careful Revi...
17/12/2025
RT has announced that Kathy Fox has been appointed Commissioning Editor with re...
17/12/2025
The Hao AI Lab research team at the University of California San Diego - at the forefront of pioneering AI model innovation - recently received an NVIDIA DGX B...
17/12/2025
Editor's note: This post is part of Into the Omniverse, a series focused on ...
17/12/2025
With the new season of Dancing with the Stars shimmering in the not-too-distant future this New Year, the celebrity and dancer pairings of the twelve couples ha...
16/12/2025
Hawkins has landed on Spotify, just in time for Stranger Things Season 5, Volume...
16/12/2025
Wherever you are, your favorite music and audio content should go seamlessly with you. That's why Spotify has partnered with NAVER Corp, Korea's leading...
16/12/2025
2025 Wrapped arrived bigger and bolder than ever. This year's experience is designed to be ultra personal and shareable, with new features like Wrapped Part...
16/12/2025
Three 12-kilowatt Advanced Electric Propulsion System thrusters, supplied by L3Harris Technologies, form the core of Gateway's propulsion system. Pictured i...
16/12/2025
The challenge facing America's defense industrial base is not just about speed - its about rebuilding the foundation that makes speed possible. Our nations ...
16/12/2025
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
16/12/2025
SEVILLE, Spain Canal Sur, the public broadcasting service for Andalusia, Spain, has completed a total technology refresh based on Pebble's resilient, softwa...
16/12/2025
NEW YORK Teleprompting hardware provider Telescript International has acquired all software code and intellectual property previously owned by Telescript West. ...
16/12/2025
As cable operators face increased competition from 5G fixed wireless access providers, a new report from Ookla Research finds that T-Mobile is the FWA speed lea...
16/12/2025
Apple has announced a major upgrade to the Apple TV app for device owners outside the Apple ecosystem with news that the Apple TV app for Android now supports G...
16/12/2025
Space42 grows Direct-to-Device partner ecosystem through a Memorandum of Underst...
16/12/2025
16 Dec 2025
VEON Announces Release Date for Full Year and Fourth Quarter 2025 R...
16/12/2025
16 Dec 2025
VEON's Kyivstar Invests in Renewable Energy in Ukraine with Acq...
16/12/2025
Back to All News
Emma Appleton, Fares Fares, Frida Gustavsson and Jakob Oftebro...
16/12/2025
Back to All News
Docu-reality My Korean Boyfriend Gets a Trailer and Premiere D...
16/12/2025
Harmonic's XOS Advanced Media Processor Improves Streaming Video Quality and Boosts Viewer Engagement SAN JOSE, Calif. - Dec. 16, 2025 - Harmonic (NASDAQ: ...
15 September 2016 Leveraging Data to Combat Customer Churn Share 
