Streaming Services Pivot: From Growth to Retention and Beyond
In a recent episode of the Retention Zone podcast (embedded below), media industry veteran Titus Bicknell shed light on the changing priorities within the video streaming sector. Having worked alongside Bicknell at AMC Networks for nearly two years, I have always held a deep appreciation for his insights, which offer a window into an industry undergoing significant shifts from aggressive subscriber acquisition to nuanced strategies aimed at retaining valuable customers. The Evolution of Subscriber Priorities Bicknell, a pioneer of mobile video in the early 2000s, has witnessed first-hand the explosive growth of the streaming market, particularly between 2015 and 2020. However, the focus, he notes, has crucially shifted. It’s no longer about amassing subscribers indiscriminately. "It's not any sub is a good sub," he remarked during the podcast. This reflects a deeper understanding within the industry that not all subscribers are beneficial for the business's bottom li