Client Overview: iWantTFC
iWantTFC is the leading subscription video-on-demand (SVOD) platform in the Philippines, operated by ABS-CBN, the country’s largest media and entertainment network. Launched in 2010, the platform offers a rich catalogue of Filipino and international content, including movies, TV series, documentaries, and original productions.
As the OTT space continues to grow increasingly competitive, customer engagement and retention have become essential to sustaining long-term growth.
The Challenge: Reducing Subscriber Churn
Despite a strong subscriber base, iWantTFC observed high churn rates—primarily among users who signed up for a specific show or event but failed to return afterward. Platform analytics revealed that many viewers were not discovering content aligned with their interests post-subscription, leading to disengagement and eventual cancellation.
iWantTFC needed a strategic retention plan to:
- Understand viewer behaviour and preferences.
- Re-engage lapsed users.
- Deliver personalised content experiences at scale.
Key Insights from User Research
Through behavioural analysis and customer feedback, iWantTFC uncovered critical insights that shaped the campaign strategy:
- Churn Drivers: Users cited content fatigue and a lack of relevant recommendations as key reasons for dropping off.
- Preference-Driven Consumption: Subscribers were drawn to specific genres, storylines, or actors, expecting recommendations tailored to these interests.
- Channel Preferences: Email, mobile push notifications, and on-site banners were identified as the most effective communication touchpoints for updates.
The Solution: Multi-Channel D2C Retention Campaigns
Based on these insights, iWantTFC partnered with our team to design and execute a comprehensive direct-to-consumer (D2C) lifecycle marketing strategy, focusing on segmentation, personalization, and behavioural triggers across key channels.
1. Targeted Email Marketing
- Delivered personalised content recommendations based on genre affinity, actor preference, and watch history.
- Highlighted upcoming releases and platform exclusives.
- Impact:
- 25% increase in email click-through rates (CTR).
- 10% uplift in returning users who engaged with recommended content.
2. Segmented Push Notifications
- Deployed contextual push notifications aligned with user viewing habits.
- Included alerts for episode drops, trending content, and flash promos.
- Impact:
- 15% increase in notification open rates.
- 5% rise in content engagement from push-driven sessions.
3. Dynamic On-Site Banners
- Integrated personalised banners within the app and website.
- Promoted content based on individual viewer profiles and recent activity.
- Impact:
- 20% growth in banner CTR.
- 7% increase in overall average watch time per user.
Results & Business Impact
The D2C campaign strategy not only addressed the core issue of churn but also significantly enhanced the overall customer experience.
Quantifiable Outcomes:
- 17% reduction in churn rate within six months.
- Net churn rate brought below 5%, contributing to a more stable subscriber base.
- 12% increase in average watch time per user, indicating stronger engagement.
Strategic Outcomes:
- Strengthened viewer loyalty through personalised content discovery.
- Enhanced marketing ROI through channel-specific targeting.
- Scaled lifecycle communication without compromising user experience.
Conclusion
This case study exemplifies how OTT platforms like iWantTFC can leverage behavioural insights and precision marketing to combat churn and strengthen user retention. By activating a multi-channel, data-driven D2C strategy—across email, push, and on-site experiences—iWantTFC succeeded in fostering deeper customer engagement and building long-term value.
Keywords: OTT marketing, customer retention, lifecycle marketing, D2C campaigns, churn reduction, SVOD platform, audience engagement, email marketing, push notifications, personalization in OTT, iWantTFC
