PSYCHOLOGY OF A SUBSCRIBER

For many subscription businesses, the customer relationship is purely a transactional one. But to truly drive growth, brands must build a service and experience that engages with subscribers on a deeper emotional level.

EXPERT INSIGHTS

Jennifer Whittaker
Director, QualiProjects

Katharina Wittgens
Business Psychologist

It’s fascinating to explore and understand how consumers think, feel and behave when interacting with their TV subscription services.

In a recent consumer study, we discovered that brands and subscribers behave like they are in a romantic relationship – albeit a toxic one.

Our research, conducted with Psychologists, revealed how brands display narcissistic traits that turn subscribers off, and fail to connect emotionally with their customers while still expecting commitment in return. It’s clear that many brands are missing opportunities to build a happy, loyal customer base.

100 WAYS TO GROW YOUR OTT SERVICE

Discover tips and advice to build positive relationships with your subscribers

Part 1: Acquisition

Delve into the mindset of a subscriber when they sign up to a service

DOWNLOAD ACQUISITION REPORT

Part 2: Growth

Discover proven best practices to increase average revenue per user

DOWNLOAD GROWTH REPORT

Part 3: Churn

Learn new strategies to retain and win back subscribers

DOWNLOAD CHURN REPORT

FIND OUT MORE

Webinar 1: Acquisition

How do you connect with a subscriber on a deeper emotional level?

WATCH VIDEO

Webinar 2: Growth

Why do subscribers act so badly when faced with billing issues? 

WATCH VIDEO

Webinar 3: Churn

Could you be the reason subscribers are leaving your service?

WATCH VIDEO

Enterprise Management 360

An episode discussing the limitations of data and technology when getting to know customers

LISTEN TO PODCAST

Rapid TV News

Subscription TV brands behave ‘like narcassists’ and are ‘failing to build trust’ with consumers

VIEW ARTICLE

Digital Insight

A special episode exploring how OTT providers are eroding subscriber trust and loyalty

LISTEN TO PODCAST

NEED HELP?

We understand that growing a subscription service can be difficult, but we are here to help you. Tap into our knowledge and change the way you are working. Get in touch today.