Gartner Research

Market Trends: How to Convince Consumers to Upgrade Subscription Services: Lessons From Internet TV

Published: 29 May 2018

ID: G00355761

Analyst(s): Derek O'Donnell, Carrie Cowan


Free trials and inexpensive pricing plans remain key levers for subscriber acquisition to internet TV, but can also lead to high levels of subscriber churn. Technology product marketing leaders must maintain intense focus on the customer.

Table Of Contents


Market Trend

  • Marketing Strategy Trends
    • Segmentation Is Becoming More Critical to Shaping Pricing Models
    • Content Bundles Aligned to Niche Audiences Are Gaining Ground
    • Investments in Personalization Engines Will Breed More Engaged Subscribers
    • Leverage Partnerships to Differentiate From the Competition, and Open Up More Opportunities for Cross-Selling
    • Consumers Interest in Ways to Manage and Consolidate Subscription Billing Is Growing

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