No ‘Silver Bullet’ for Countering OTT Subscriber Churn, Says Comcast Executive
Consumer "loyalty" often “trumps content” or price as the determining factor in over-the-top subscriber churn or retention, David Browne, Comcast Technology Solutions senior director-product management, told a Parks Associates webinar Thursday. “There really is no silver bullet for countering churn,”…
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said Browne. “If you consider churn part of the natural ebb and flow of your business, you come to the conclusion that some consumers, you will never win back. It doesn’t matter how many dollars you throw at that win-back campaign.” There’s the “inverse conclusion” some customers “will come back anyway” when an OTT service streams content they are interested in, he said. “If you’re a stackable service” that specializes in “short-form” content that’s “topical,” there's a much different “churn profile” than more “general” OTT entertainment services, he said.