The document discusses designing the viewer experience for video-on-demand (VOD) services to gain a competitive advantage. It notes that while VOD has grown, services still rely on myths rather than focusing on the viewer experience. Specifically, it argues that fresh content alone does not retain subscribers; premium prices do not guarantee monetization; and low prices may drive trials but not long-term viewership. Instead, the key is to understand the viewer's perspective through their unique journeys, identify differentiating moments, and remap the relationship using an expectations-rewards framework to drive long-term engagement.

1. Viewer Experience Design To Drive Real
Competitive Advantage For VOD Success
ArcInsight
PARTNERS
VX-360
A Design Method
Reliance Entertainment Digital | ArcInsight Partners
(S A N
F R A N C I S C O / L O S A N G E L E S)
Oct 2013
Tech | Media | Entertainment |
| CONVERGENCE |
October 25, 2013
© ArcInsight Partners LLC
Client Slide 1

2. ArcInsight
PARTNERS
VOD Misconceptions & A Case For Experience Design
Video-On-Demand has reached a reasonable maturity level
and user penetration in developed economies.
•
Netflix crossed 40M subs, surpassing HBO. No longer viewed
as “the Albanian army”.
•
Incumbent PayTV networks scrambling to offer competing
VoD services to hold back subscriber churn to OTT video.
Want to include Netflix as a content “channel” (Surprise !)
The
Viewer Journey
Anchored in the Viewers
own perspective. “How
Does My Viewer Think
About It ?”
Events that mark a
Defining Experience for
each life-cycle phase for the
viewer
Typically multi-touch, multichannel and cross-functional
Several misconceptions abound in the SVOD service model.
Designing multiple “Moments of Truth”.
An evolution in thinking over traditional
viewer touch-points.
THE MYTHS
THE REALITY
1.
Fresh content alone will
retain subscribers
1.
2.
New releases guarantee a
viable premium
monetization strategy
2.
3.
Ultra low price or freemium
models accelerate
viewership
Experiments with releasing new posttheatrical and “in-theater” films at superpremium prices did not entirely succeed.
Mostly abandoned.
3.
Ultra low price / freemium models drive
“Trials", not necessarily “Conversions“.
Netflix's stale content-library did not
drive it out of business
The Truth About Customer Experience / Alex Rawson, Ewan Duncan, Conor Jones:
Harvard Business Review
They keys to long-term engagement lie in
- Deconstructing the viewer context
- Identifying key viewer journeys that differentiate, and
- Re-mapping the viewer relationship using an expectations-reward framework.
October 25, 2013
© ArcInsight Partners LLC
Client Slide 2