Why do Subscribers Really Sign Up to OTT Services?

When it comes to enticing new subscribers, OTT brands are known for shouting loud about their incredible content. But what really attracts customers to an OTT service? Like a moth to a flame, what is driving us all to seek new content and a new viewing experience?

In this blog, we delve into the psychological reasons why a subscriber looks for a new service or wants to return to an old one. This is deep rooted within a subscribers’ psyche and determined by a persons’ search for meaning in their life.

TO ESCAPE LONELINESS AND FEEL EMOTIONALLY CONNECTED

OTT brands can help subscribers escape loneliness and get a sense of connection to something or someone whenever they are in need. Whether that’s through inviting friends or family over to watch a movie, watching the series everyone is talking about to be ‘in the know’ or connecting with like-minded people around the world (imagine a vegan watching ‘Cowspiracy).

TO SHARE EXPERIENCES AND BE INSPIRED BY DIFFERENCE

Watching something new with family or in a friendship group is a way that subscribers can share new experiences as well as providing material and conversation to share with others. When uninspired by everyday life, watching a fascinating biographical film, following a sport or marvelling at someone else’s skill provides a sense of awe and inspiration that subscribers can use as motivation in everyday life.

TO EXPERIENCE SOMETHING NEW

Personal development is something subscribers focus on throughout their lives and OTT brands can help individuals develop their identities and become ‘more of who they are’ through opening and expanding their minds.

TO GROW BEYOND CURRENT LIMITATIONS

OTT brands give subscribers the freedom to open their minds without being judged and grow beyond the limitations of people around them. From the subscriber who is instructed to watch ‘Call My Agent’ for French class to individuals from closeted families who find out through access to Art and Culture online that it’s ‘okay to be me’.

BUT ULTIMATELY…

OTT services are attractive to subscribers, as it puts them completely in control. They can watch what they want, when they want and are offered an enriching form of entertainment that ensures even their deepest, most hidden needs can be met at the touch of a button.

THE PSYCHOLOGY OF A SUBSCRIBER

To delve a little deeper into the mindset of a subscriber, download our new research paper to find out more about the psychological and emotional drivers consumers experience when signing up for OTT services like Netflix, Disney+, Hulu and NOW TV.