Global Media and Entertainment Company
We helped a major media player develop a more customer-centric pricing and product strategy. The large price gap between free content and a single paid tier for video-on-demand created a high barrier to entry for casual customers, contributed to high churn rates, and forced the company to over-rely on discounts. Leveraging customer research and insights, we created new tiers designed for different kinds of users. The result: an 80% increase in paying subscribers and a doubling of revenues.