Crazy fans, franchises, and unique content could be the answer to reducing streaming disruptions – TechCrunch

In today’s highly competitive streaming market, streaming services must not only find a way to attract users, but also find a way to retain them. Fandom’s The “State of Streaming 2022” report may provide some new insight in this respect. The report examines fan behavior to uncover key findings like the reasons behind the disruption, how streaming services can increase user retention, and ways to drive loyalty. subscriber loyalty by distinguishing them from competitors.

This analysis was done by Fandom, a home for fan communities of mobile TV entertainment, games and more. The company has combined its sizable user data with a custom global study. Fandom has over 300 million monthly visitors and over 250,000 fan-powered wikis.

According to recent research, 62% of viewers cite genre as a key differentiating factor, with Disney+ being the leader in this area. Additionally, 73% of viewers would prefer a streaming service if it has movies and shows they can’t find anywhere else.

Image credits: Fandom

Nineteen percent of consumers do not have a strong loyalty to one streaming service over another, as viewer behavior is primarily driven by content, not loyalty. supplier. This finding indicates that customer retention can live or die depending on where they find their next favorite show. (Ask Netflix about this challenge!) And as the market expands with services that are barely differentiated from each other, it’s no surprise that consumers have become frustrated with oversaturation.

Another key driver for user retention is having a large library, according to 76% of subscribers. Fifty-five percent of users desire original shows and movies.

Based on Reelgood, although Amazon’s catalog is the largest, with 2,161 TV shows and 14,670 movies, it has the least amount of exclusives among the major streaming services, with just 38%. Netflix, on the other hand, comes in at a close second, with 83% of the catalog being exclusive to the platform. Disney+ has the most exclusive content. 89% of its content cannot be streamed elsewhere.

Disney+ has enjoyed a long-standing reputation with productions from Marvel, Pixar, Star Wars, National Geographic, and Disney, while other major streaming services like Apple TV+, Hulu, and Amazon Prime Video have yet to pass. franchise or superhero scale universe.

Super fans & IP university

Subscribers also want more than just a single program to keep them on track. IP College is intellectual property that can easily lead to sequels, prequels, and spin-offs. Paramount’s Sheridan Universe, for example, is releasing two other spin-offs of “Yellowstone” called “6666” and “1932.” Fandom notes that “Yellowstone” is one of its most popular communities.

Consumers are no longer just watching their favorite shows and moving on to the next show. In the world of binge-watching and social media, casual fan behavior has evolved into super-fan behavior. Forty-six percent of devoted fans seek out community and culture around their entertainment interests and 60 percent dive into fictional universes online.

There are many online communities dedicated to fictional universes. Specifically, Fandom users have ranked “Star Wars,” Disney, “Harry Potter” and Marvel in the top four, and see them as brands that “encourage fans to always explore beyond releases,” according to the report. fox.


Image credits: Disney

Most of Disney’s most popular originals come from the Marvel and “Star Wars” universes, with shows like “The Mandalorian,” “The Book of Boba Fett,” “Loki,” “WandaVision,” and “The Falcon.” and the Winter Soldier “And” Hawkeye. The success of ‘The Mandalorian’, largely driven by Grogu’s cuteness, has become one of the most requested series in the world. On December 1, 2021, Parrot analysis says “The Mandalorian” has 31.9 times more demand than the average title on a global basis.

Fandom’s user data shows that Disney+ is worth +30% more than the average video streaming service. Disney’s massive universes and characters have forged a fictional fanbase unlike any other. Disney’s adults could single-handedly take over the Internet. Ok, not really. But it’s fun to think about all those Mickey hats.

In addition, Disney’s Fiction fan community grew +45% during “Encanto” release, with the Encanto FanFiction site ranking as the number one trending site during the week of its online release. In particular, the soundtrack has been a huge hit everywhere, especially on TikTok, and if you don’t have “We Don’t Talk About Bruno” in your head for a week, you’re one of the lucky ones. . The popular song, written and composed by Lin-Manuel Miranda, became Disney’s first song topped the UK Singles Chart. It is also Billboard’s highest-charting Disney song, peaking at #2 on the Billboard Hot 100.

Meanwhile, Netflix is ​​aggressively finding new IPs. Last year, the company acquired Roald Dahl Story Company hopes to create “a unique universe of animated films and real people and TV shows, publishing, games, immersive experiences, live theater, consumer products, etc.” Netflix wrote in its blog.

Amazon also focuses on IP with cosmic potential. The company has invested heavily in “Lord of the Rings” and the ownership of the “James Bond” brand through $8.5 billion. Buy back MGM.

Karol Severin, co-founder and entertainment/technology analyst at research firm MIDiA speak,

“Competitors giving ‘something like’ to a movie or a TV Show is easier than recreating the depths of the IP universe. For these reasons, we believe the IP universe will continue to play an increasing role.

Streaming services have the opportunity to minimize disruption and potentially “win” the streaming wars by fostering loyalty and creating a full fan experience with content. unique content and franchises. As a result, streaming services need to ramp up titles in favor of complementary storytelling, rather than stand-alone stories that only function as a one-off movie or TV series.

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