In this post, we look at the benefits of human content curation over recommendation algorithms for video streaming services and the impact it can have on your brand and content discoverability.
Recommendation algorithms are commonplace in most video streaming services, designed to connect audiences with content they’re most likely to enjoy based on what they’ve previously watched. Content categories that are based on recommendations are generated by the data gathered on a user’s viewing habits and will continue evolving the more input and data a user provides. However, algorithms are also somewhat limited; they can’t anticipate how a user’s tastes might change for example, the impact of trends, current events or even how a user feels on a particular day.
That being said, they are an essential feature for most mainstream players, primarily due to them having vast libraries of content that can overwhelm users and make it much more difficult to find something they want to watch. But even so, we’re beginning to see more prominent video streaming services, including HBO Max and Netflix, turn to human content curation alongside.
Curating content categories that are original and exclusive to your service is a fantastic way to boost brand identity and promote content discovery. Smaller and niche services in particular that don’t have an extensive library of content can benefit significantly from manual curation. It gives services much more control over what and where the content appears. And when positioned and promoted effectively, categories curated by experienced editor’s can prove to be more popular with users than AI recommended categories.
- Boost Brand Identity
How content is presented in your service is a reflection of your brand. Grip users on the discovery page of your service with exclusive content and curated categories that reflect your service’s niche and brand’s tone of voice.
- Resurface Content
Utilise your entire library and curate categories that mix new content with older but equally relevant content. Manual curation gives you more control over how this content appears and the context.
- Creative Categories
Build digital campaigns around creative categories to boost content and brand awareness. Consider curating content categories that reflect topical events, currently popular actors/directors or even moods.
Magine Pro CMS Console
The Magine Pro CMS Console offers our partners fantastic flexibility for manual category curation. You can also determine where a category appears on the service discovery page and boost its prominence by selecting larger thumbnail images sizes for the featured content. Increase user engagement and discovery by creating a dynamic interface that features a range of uniquely curated categories to explore.
To discover more about the benefits of human curation on content and streaming service discoverability, download our latest white paper, OTT Discovery: How to stand out amongst the crowd. This white paper also includes original research by Omdia and partner case studies that highlight their in-market experiences. You’ll also discover what new streaming services can do to boost brand awareness, drive discoverability and increase conversion rates through marketing efforts and service features.
Want more advice and support on driving awareness & discoverability? Get in touch with the Magine Pro team and find out how we can help. You can also learn more about our CMS Console and branded OTT solutions and services here.
In 2020, online video overtook pay-TV subscriptions on a global level for the first time, according to Omdia’s recent report, which suggests that the competition for a share of the viewer’s time and wallet is at an all-time high. For new market entrants to be successful, they need to cut through the noise.
Promotional offers are an effective way for streaming services to heighten brand awareness and increase subscriber numbers. Offering exclusive trial offers can help persuade a potential customer to sign up or subscribe long-term for a discounted rate. They’re also a great way to re-engage dormant users, boost marketing campaigns and promote new content within your service. As highlighted in Omdia’s report, users are experimenting increasingly with new streaming services and, aside from content, are primarily encouraged by aggressive promotional activity, price cuts and offers.
There are various types of promotional offers to consider that can increase awareness and conversion:
- Joint promotions with a partner, benefitting from shared costs and reach expansion.
- Classic percentage discounts on subscription sign-ups OR for select content (TVOD).
- Exclusive sign up offers that are short-term for specific marketing campaigns.
At Magine Pro, we enable our partners to easily set up and manage campaigns and promotional offers via the CMS Console. Prices can be changed by a predefined amount or by a certain percentage, and the duration of the offer/code can also be set.
In part two, we will share more insights from our latest white paper and talk specifically about proactive subscriber care that can turn subscribers from seasonal sign-ups to long-term loyalists.
Download our white paper now, OTT Discovery: How to stand out amongst the crowd, to find out more about the benefits of promotional offers and partnerships, including partner case studies that highlight their in-market experiences. You’ll also discover what new streaming services can do to boost brand awareness, drive discoverability and increase conversion rates through marketing efforts and service features.
Want more advice and support on driving awareness & discoverability? Get in touch with the Magine Pro team and find out how we can help. You can also learn more about our branded OTT solutions and services here.