About TV2 Play
TV 2 Play is an on-demand and live-streaming service from TV 2 Group, Norway’s largest commercial broadcaster, covering news, original shows, international films, and sports.
Challenge
Many subscriptions start with a specific show or series, and when it ends, the subscription tends to do the same. The main reason being, that the customer cannot find anything to watch.
Approach
Moving from communication characterised by “everything to everybody” to establishing a strong synergy between product and communication, personalised suggestions based on profile and behavioural data in combination with hand-picked editorial recommendations continually nudge the subscribers towards watching new series or shows.
Results
52% reduction in churn
Double-digit percentage growth
in daily usages rates
40% open rates
on marketing communication – up from 25%
52% reduction in churn
40% open rates
in daily usages rates
20% of recipients
on marketing communication – up from 25%
52% reduction in churn
40% open rates
in daily usages rates
20% of recipients
on marketing communication – up from 25%
“It is not enough to have data; you must be able to activate data in segments and on a one-to-one basis. As we create content that engages our viewers, we generate more data, learn more about our viewers – and as we act on data, we become more valuable to them.”