Fear of missing out — or “FOMO” — might be one of the media industry’s greatest blessings. But it also might be its curse. People don’t want to miss out on the buzziest new show. But once it’s over, they move onto the next big thing. Subscriber management is a huge challenge for streaming services and media providers battling to maintain attention in between big-ticket events.
Take, for example, HBO. When the final season of Game of Thrones premiered, the longtime cable behemoth saw a surge in new subscribers for its HBO Max service (now Max). But when the series concluded, its numbers took a huge hit as consumers looked elsewhere for the next show. It’s only becoming more and more common, and streaming subscriber growth halved in 2023 from the previous year. This phenomenon isn’t unique to video streaming, either. Practically any brand offering a subscription service — from
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