Content Engagement Strategy: Why curation is key to reducing churn
A content engagement strategy will vastly improve user retention rates, which is critical for video streaming service operators where the cost of new customer acquisition is high.
Viewers who deem your streaming service and content engaging are much more likely to stick around and continue watching regularly. They are also inclined to share positive recommendations with their friends and family, leading to increased subscriber numbers and revenue.
At its core, user engagement is about driving viewers’ active participation. For streaming service operators, this means creating a content engagement strategy that offers a wide variety of quality programming and actively encourages users to explore the full breadth of your video streaming service.
Content Engagement & Curation
It’s not enough to simply rely on algorithms that recommend content based on a user’s past behaviour. To keep audiences coming back for more, streaming services need to offer a mix of content that appeals to users’ current interests and trends. Human curation can help bridge this gap by providing context and relevance that automated recommendations may lack.
At Magine Pro, we offer our partners the flexibility to curate their own content categories. Our partners can choose catchy and unique category names, decide what content appears in a category, and even how and where it is displayed in the service.
Manually curating content categories that are original and exclusive to your service is a fantastic way to promote discovery; here are a few of our top tips to get you started:
1. Review your user data and determine what types of content your viewers like to watch. This will help you build content categories that are more likely to resonate with your audience.
2. Create content categories that are seasonal and relevant to all users. Obvious choices include romance in February, horror during October, and family Christmas films during December, but also think outside the box and incorporate other important dates.
3. Create categories that are topical in response to current events. For example, you might want to consider building categories around well-known actors when their latest films are released in theatres.
4. Resurface older popular content from your library to fill new categories. This not only lets you make the most of your existing library but also helps keep the service discovery page fresh.
5. Based on user data, you can build categories that include the most-viewed content. People trust others’ opinions, and if they perceive content to be popular, they are more likely to engage with it.
There are countless other ways to increase content discovery and engagement in your streaming service. At Magine Pro, we offer a flexible OTT platform that can be customised according to your needs. And have a team of experienced experts on hand who can help you launch and grow your OTT business successfully. If you would like to learn more about how we can help you build and launch a successful OTT business, get in touch or book a meeting with the Magine Pro team today.
For more tips on building a content engagement strategy, check out our white paper ‘OTT Discovery: How to stand out amongst the crowd‘ which explores what new streaming services can do to enhance service and content discovery. We also have some useful insights and resources available on our blog.
