New subscriptions +1 or more movie purchases
The pandemic radically changed the video consumption habits of millions of viewers. Rather than watching regular TV channels and shows, viewers are binge-watching movies.
To benefit from this change in behavior, a media company needed to promote its video-on-demand service.
Our research revealed that VOD is preferred by younger, more tech-savvy audiences who live in urban areas. Because there is a cost to watch each movie, affluent households were key targets.
The outcome was a textbook success through the entire funnel
13% Lift in Subscriptions
29% Lift in single movie rentals