iWant is the leading subscription video-on-demand (SVOD) platform in the Philippines, offering a rich content library of Filipino and international titles—from dramas and comedies to documentaries and originals. While the platform commands a dominant presence within the Philippines, iWant had set its sights on global growth, aiming to convert international free viewers into loyal, paying subscribers.
Challenge
To expand its global footprint, iWant adopted a freemium model by offering selected episodes for free to entice viewers. However, a significant portion of international audiences (excluding the Philippines) was not converting into paid subscribers.
Key challenges included:
- Limited awareness of the platform’s full value proposition among non-Philippine audiences.
- Subscription hesitancy—viewers were reluctant to commit to paid plans on a lesser-known platform.
- Low conversion from freemium to premium despite initial content interest.
To unlock international growth, iWant needed to drive subscription uptake through better content discovery, tailored messaging, and trust-building across unfamiliar markets.
Insight
Research and behavioural analysis of free viewers outside the Philippines revealed:
- Genre and content loyalty: Viewers showed strong attachment to specific show genres or actors, often unavailable on competing platforms.
- Brand visibility gaps: Many free users had limited exposure to the platform’s broader content ecosystem.
- Subscription friction: Hesitation stemmed from long-term payment commitment and low familiarity with the brand’s value.
This called for a lifecycle marketing strategy that delivered the right message at the right moment—building familiarity, trust, and urgency.
Solution
We designed and executed a data-driven customer lifecycle management (CLM) programme focused on converting free viewers into paying subscribers through multi-channel D2C communications. The solution included:
1. Personalised Email Drip Campaigns
Automated emails were triggered based on viewer activity and watch history. The sequences:
- Recommended similar shows within their preferred genre.
- Showcased exclusive content available only to subscribers.
- Offered limited-time promotions such as free trials or discounted monthly plans.
Impact:
- +10% increase in click-through rates
- +7% rise in premium content exploration among free viewers
2. Strategic Freemium Content Sequencing
Select high-interest titles were made available as partial-access series—offering the first few episodes for free and ending with strong narrative cliffhangers that encouraged subscription.
Impact:
- 12% conversion rate from free viewers to paid subscriptions post free-episode sequence
3. Contextual In-App Messaging
Real-time, in-app notifications and pop-ups highlighted exclusive subscriber content, new releases, or special offers—customised to match each viewer’s content consumption patterns.
Impact:
- 8% increase in in-app conversions from free viewers to paying subscribers
Results
The campaign delivered a measurable and strategic uplift in global subscriber acquisition, with strong downstream impact on revenue growth.
Key Outcomes:
- 25% increase in paid subscriptions from viewers outside the Philippines
- 18% rise in total platform revenue, driven by newly activated global markets
- Improved trust, platform familiarity, and brand engagement through targeted messaging and relevant content discovery
Conclusion
iWant’s success in expanding its global subscriber base highlights the transformative power of a well-executed lifecycle marketing programme. By leveraging behavioural insights, region-specific preferences, and a frictionless conversion funnel, iWant turned casual, free viewers into loyal, paying customers.
