iWant, a leading SVOD platform by ABS-CBN, serves a global Filipino audience with its rich library of local and international content. While the platform had a strong base of monthly subscribers, the focus shifted towards increasing customer lifetime value (CLTV) and driving recurring revenue through annual plan adoption.
The Challenge
Although annual subscriptions offered better value and lower cost per month, the uptake remained limited. Users often opted for the lower upfront commitment of monthly plans, resulting in reduced long-term revenue stability.
iWant needed a CLM-led upsell strategy to increase conversions to annual plans, particularly among newly acquired and high-engagement users.
The Strategy
Consoul partnered with iWant to design a targeted lifecycle marketing campaign that aligned with viewer behavior, engagement signals, and subscription tenure.
1. Lifecycle-Driven Upsell Triggers
Welcome Journey for New Subscribers
Introduced the annual plan value proposition subtly during the onboarding flow. Over a series of emails, users were educated on content richness, platform benefits, and long-term savings.
Result: 10% increase in annual plan consideration within the first month
Engagement-Based Upsell Campaigns
Highly active viewers received personalized banners and emails highlighting exclusive annual perks—including discounted rates and early access to new content.
Result: 15% conversion rate among engaged users
Win-Back Activation for Lapsed Users
Churned subscribers were re-targeted with emails featuring trending shows and premium content gated behind annual plans.
Result: 5% uplift in reactivations with annual plan preference
The Results
iWant’s data-led lifecycle marketing approach translated into tangible business outcomes:
- 20% increase in annual subscription sales
- 12% growth in customer lifetime value (CLTV)
- Improved perception of long-term value among new and returning users
Keywords Embedded:
- Upsell
- subscription strategy
- Lifecycle marketing
- Personalisation
- Churn win-back
- Retention marketing
Conclusion
This case study highlights how customer lifecycle marketing can unlock higher-value subscription tiers. By identifying the right users, timing, and messaging, iWant successfully nudged its base toward more sustainable, long-term subscription plans. With the right Martech stack and CLM strategy, SVOD platforms can drive both revenue and retention at scale.
