Multi-gold and single-player, middle-aged and old users in the streaming media era are also treasures.

Editor’s note: This article is from WeChat public account “All Media” (ID:quanmeipai), the whole media is compiled exclusively, to see how BritBox, the UK’s top streaming media platform, uses the “sunset red” style to develop its own unique advantages. Author Tencent Media.

In 2019, the streaming media war entered the white-hot stage.

The traffic of the giants entered a fierce phase and began to compete for the attention of young people. As everyone knows, with the increasing use of streaming media services in traditional terminals such as television, the middle-aged and elderly groups are also users of “rich mines.”

A different approach to BritBox

BritBox is a streaming media platform in the UK that offers subscription video services. It was co-founded in 2017 by BBC Business Unit BBC Studio and ITV (British Independent Television), and AMC Networks is also an investor. The platform is mainly for niche subscription services for users who love British TV programming. In addition, BritBox has also found a way for competitors to be less and better to go – middle-aged and older people aged 45 and older.

For the high-viscosity middle-aged users, how does the streaming media platform BritBox stand out?

650,000 in BritBox Among subscribers, 60% of subscribers are 45 years old and older. BritBox president Soumya Sriraman believes that because they are less likely to cancel subscriptions than young people, these middle-aged user groups can effectively help BritBox users to lose control at a very low percentage, “They are None of the market segments we should cater to.

Elderly audiences are often seen as the core audience for British TV shows, so when a platform like BritBox, which features British-language shows, can provide adaptations of classic novels like Jane Eyre and Desolation Villa. Older users are more likely to subscribe to BritBox than others.

It can be said that it is the distinctive content characteristics of BritBox itself.Attracting a specific group, and the platform has also sharply captured this market segment, further consolidating its unique advantages. With Disney+, Apple TV+, HBO Max and NBCUniversal entering the media battles one after another, In the situation of “wolf and less meat”, it is especially important to be able to tailor content for your audience.

Small and beautiful middle-aged and older markets

In addition, middle-aged and older users have their own unique advantages over younger users.

Alan Wolk, co-founder and principal analyst at consulting firm TVRev, mentioned that young people usually use their family or friends’ subscription accounts, and older customers are actually serving these subscriptions. The person paying the fee. “In the streaming media war, grasping the middle-aged and older groups will be the key to winning the battle.

With the advent of the “walled garden” era of streaming media, the boundaries between the platforms are clear and the media landscape is divided. It is very likely that people will watch the latest season of “Fable Story” on Netflix this month. They will cancel their subscription next month and transfer to HBO to watch “The Battle of Succession”. However, BritBox’s data indicates that the middle-aged user group is very specific and they are more likely to stick to the same platform, which also contributes to the low turnover rate of BritBox.

The first quarter “Audience Research Report” published by Nielsen shows that 24% of the audience aged 50-64 or older will choose to browse the directory page, among those aged 65 and over. 13%, compared to 45% for people under 50. In addition, even if the middle-aged group chooses to browse the catalogue, they spend an average of 5 minutes to make a choice, while the 18-34 year old audience spends an average of 9.4 minutes, 35-49 years old 8.4 minutes.

Wolk thinks: “When people reach the age of 45, they will be very clear about their ideas.So if they are fans of British shows, this preference Will not change.

For the high-viscosity middle-aged users, how does the streaming media platform BritBox stand out?

“Sunset Red” is good for gold

BritBox attaches great importance to the middle-aged and elderly market. In order to attract audiences over the age of 45, it has established a dedicated library of programs and plans to increase funding for original content in 2019. In addition, they found that among middle-aged and older people, female viewers should not be ignored, accounting for more than half of them. Soumya believes that this group is often not the focus of other streaming media platforms, but they tend to be the most sticky to the content: “Once they decide to chase the show, they will catch up with the ending.” Groups other than middle-aged women will be more likely to abandon the show.

In an effort to retain middle-aged and older people, BritBox uses intermittent batch broadcasts when broadcasting episodes, rather than one-off delivery. If a play has 20 seasons to play, BritBox will only choose to broadcast 3 seasons per month instead of releasing 20 seasons at a time.

But if the user finishes watching the three seasons of the month in a week or two, will the rest of the time be transferred to other streaming platforms to watch other episodes? BritBox obviously takes this into account. Its approach is: when the new season is aired, the algorithm will recommend the episode to a prominent position on the directory page.

How do the streaming media platform BritBox stand out for the highly savvy middle-aged users?

BritBox page

This method of sub-distribution also facilitates subscribers to renew monthly. While other streaming platforms are still continually investing in competition for users, BritBox’s user base is increasingly consolidated.

On the one hand, BritBox’s original content positioning is in line with the content needs of the middle-aged and older groups; on the other hand, retaining these multi-gold and dedicated users also helps the development of niche English content. Your own world. Who said that in the era of streaming media, can only rely on young people? BritBox’s “Sunset Red” Dafa is clearly surprisingly successful.

References:

[1]Amid streaming wars, BritBox focuses on older subscribers

Amid streaming wars, BritBox focuses on older subscribers

[2] With 500k subscribers, BBC and ITV’s BritBox plans more original series

With 500k subscribers, BBC and ITV’s BritBox plans more original series

[3] OTT Network BritBox Aims To Lure Older Subscribers With TV, Radio Campaigns

https://www.mediapost.com/publications/article/316302/ott-network-britbox-aims-to-lure-older-subscribers.html

[4] Nielsen’s ‘Total Audience Report’ For Q1 2019 Has Solid News For Radio

https://www.allaccess.com/net-news/archive/story/187552/nielsen-s-total-audience-report-for-q1-2019-has-so