Industry News

Streaming services are evolving free trial periods to avoid “Binge and Bolt”

14 October, 2021

Subscription streaming services offering free trials is a well-established way for them to gain paying subscribers. Users sign up for the free trial period, get hooked on content and decide to stick around to become a paying subscriber, or so goes the idea.

But this still requires SVOD services to give away their content for free for a whole month, with the risk that the free trial participants will not even convert into a paying subscriber. Netflix and Disney+ both recently got rid of their free trial periods, suggesting that the SVOD giants saw the downside of this promotional tactic.

The central pillar of this tactic to grow subscribers is hooking free trial users on great content that they can’t get elsewhere. Wade Payson-Denney, an insights analyst at Parrot Analytics, says that free trials can be crucial in getting users in front of content they want to stay for.

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