A great ad experience helps retain users

Roku currently has 50 million active accounts and in 2020″ and 2020 alone, 50 billion hours of streaming were watched on the platform. “COVID accelerated the growth of streaming in 2020,” mentioned Nicole Fencel, senior Manager of Product Programming Strategy at Roku.

Fencel participated in the panel Clase Maestra Retención en OTT: Manteniendo a Tus Sucriptores Leales y Felices on the last day of the StreamTV Growth Summit. Other panelists were Jerry Fan, Head of Growth, Retention, and Monetization at Crunchyroll; Laura Wu, Head of Strategy and Operations at Beachfront, and Mark Moeder, CEO of Symphony MediaAI. The moderator was Kirby Grines, founder of 43Twenty.

The panelists explained that one of the ways to maintain user retention and loyalty is to use first-party data as a guide because they offer a vision of the client’s profile and tastes. However, Moeder from Symphony MediaAI indicated that it is better to have a holistic approach to consumers since first-party data only offer “a slice of the cake”.

Wu from Beachfront furthered that AVOD services look into first-party data to design packages for the advertisers.

They all coincided in that experiences with advertisements on streaming platforms must be relevant for users, because if not, there is a risk to lose them.

“If the user does not have a good experience with the ad, he will then talk bad about the platform. A nice experience with ads is a great way to retain users” said Fan from Crunchyroll.