Insights from Liftoff + Kochava
’Tis the season for streaming! As viewers cozy up for holiday binge-watching, streaming app marketers face a unique set of challenges and opportunities. Enter the 2024 Streaming Apps Mobile Marketing Guide from industry leaders Liftoff and Kochava, a valuable resource for navigating this dynamic landscape. This strategic playbook is designed to achieve holiday streaming success in a competitive market—when consumer behavior shifts faster than you can say “Jingle Bells.”
Market Context
Streaming services have become as essential to U.S. households as holiday decor, with a staggering 99% subscribing to at least one service. However, this widespread adoption comes with challenges. Rising subscription costs and fierce competition have led to high churn rates—45% have canceled a streaming subscription in the past year (Forbes). This is likely to increase following the holiday season, when consumers tighten their belts and become more selective.
Amid this dynamic market, streaming services must walk a tightrope, offering compelling content while keeping subscription costs in check. The key is strategic marketing initiatives that serve up personalized content recommendations, exclusive releases, and targeted promotion to retain user bases and attract new subscribers.
Guide Overview
The 2024 Streaming Apps Mobile Marketing Guide offers a roadmap for conquering the competitive world of streaming. The guide emphasizes performance marketing, balancing user acquisition and retention with a focus on value, not just volume. It encourages leveraging extensive user data through advanced tools like Liftoff’s Cortex platform, which blends first-party data with proprietary insights for razor-sharp targeting. This comprehensive approach ensures that streaming apps not only survive but also thrive, enjoying holiday streaming success during the competitive festive season and beyond.
Key Insights From the Guide
Streaming app marketers can unwrap these golden nuggets of streaming wisdom:
Leveraging First-Party Data
Use first-party data to create ad creatives that resonate with consumer preferences. This allows for more personalized and impactful advertising campaigns tailored to specific audience behaviors—including incorporating holiday wishlists.
Programmatic Advertising
Expand reach beyond the usual suspects (Google, Meta) to zero in on high-quality users through programmatic advertising. By accessing a network of over five million apps worldwide, streaming services can efficiently connect with new audiences via targeted, real-time bidding.
Optimizing for Value
Focus on attracting higher-intent viewers who are more likely to stick around after the holiday decorations come down, optimizing the pathway from impression to paid subscription or sustained engagement. Quality over quantity.
Seamless Onboarding
Make signing up for a service smooth by offering frictionless registration and streamlined onboarding processes, particularly during the hectic holiday season. A seamless journey from install to play enables new users to dive into their desired content quickly—making them less inclined to ghost you after the holiday spirit fades.
Incrementality Testing
Measure the true impact of campaigns with incrementality testing to accurately assess campaign effectiveness and help understand the true impact of advertising efforts. Then optimize accordingly.
Holiday Marketing Implications
Deloitte’s forecast predicts a 16% increase in spending on experiences rather than goods this holiday season. For streaming apps, this is like finding an extra present under the tree.
App marketers can leverage this trend for holiday streaming success by
- Curating and promoting content that resonates with the holiday spirit, such as exclusive holiday movies, series, or live events
- Implementing early promotions and targeted campaigns to capture the attention of holiday shoppers
- Offering limited-time promotions or special holiday bundles to provide value to cost-conscious consumers
Adobe’s holiday guide emphasizes the importance of personalization in enhancing the festive viewing experience. By leveraging consumer data, streaming services can tailor content recommendations and marketing messages to individual preferences. Personalized suggestions, whether for holiday movies or winter-themed playlists, can position streaming apps as the preferred destination for festive entertainment, fostering a sense of comfort and joy this holiday season.
Measurement Strategy
In the multi-device world of modern streaming, comprehensive and adaptable measurement across platforms is a must. Kochava offers a unified approach to measure user actions from mobile, CTV, gaming consoles, and more. The secret? Rich metadata and full-funnel event tracking, illuminating the full user journey. During the holiday season, when viewing habits fluctuate and competition intensifies, these measurement strategies become even more foundational for capturing and retaining audience attention.
Identity resolution is key to understanding how users hop among devices like reindeer between rooftops. Kochava’s IdentityLink® helps marketers create comprehensive user profiles, enabling optimized campaigns and personalization strategies across platforms.
The guide emphasizes the need for a clear attribution plan to ensure comprehensive measurement of omnichannel marketing efforts, leading to informed decisions and enhanced user experiences:
- Align on campaign goals
- Account for same-screen and cross-screen attribution
- Stay aware of factors like privacy settings and lookback windows
Are you a streaming app marketer who could use a hand measuring all devices and platforms your users engage with? Kochava offers holistic app measurement & attribution solutions for media & entertainment.
Download the Guide
Ready to unwrap the gift of holiday streaming success this season? Get the 2024 Streaming Apps Mobile Marketing Guide and fill your marketing stocking with expert insights. With proven strategies perfectly suited for the unique challenges of holiday marketing, this guide is your ticket to standing out in the crowded streaming landscape during the most wonderful time of the year. Don’t leave your app out in the cold—download the guide now and embark on your journey to streaming stardom.
