In this presentation, Global Director of Partner Insights, Renee Engelhardt explains Parrot Analytics' research on OTT streaming release strategies and their impact, at the OTT.X Fall Summit 2021. Our analysis aims to understand if we are currently entering a post-binge release era.
Purpose of release strategies
The purpose of release strategies for shows is two-fold: Subscriber acquisition, and retention. So which strategy works best to meet both these factors?
Supply vs. Demand
To answer the question of which strategy works better, we measure the Top 50 titles over the years, delve into the streaming release strategies, and analyse consumer demand for these shows.
Demand decay for Binge vs Weekly release strategies
Measuring consumer demand and rate of decay for binge vs. weekly release strategies helps us understand which strategy helps OTT platforms meet their business goals in the long run.
We see that binge releases have a shorter half-life, while demand for weekly releases grows/and or stays consistent over the duration of the season.
As seen from the charts above, binge viewing may be on the wane as a way to attract subscribers. We have seen recently that acquisition shows are starting to have a weekly release and retention shows are being dropped as a binge. So what is next for the future of streaming? Download the PDF to discover more, or you can watch the full OTT.X presentation on demand here.