Evergent – The streaming superstore: how streamers can deliver better subscriptions in the age of consumer choice
Paolo Cuttorelli, SVP Global Sales, Evergent
The streaming industry has entered a new phase. Subscriber growth is hard to sustain and effective global expansion is more complex than ever. In an era of market saturation, subscription fatigue, and tightening consumer budgets, streaming providers need to rethink how they acquire, retain, and monetize their subscribers. Today, streaming success isn’t just about adding new customers – it’s about selling smarter, more flexible subscriptions that align with evolving consumer behaviors.
Consumers are overwhelmed by choices and are no longer willing to pay for bloated subscription bundles that don’t reflect their actual viewing habits. They’re carefully considering their household subscription mix, switching providers more frequently, and demanding better value from the services they do keep. This shift means that while many services may live and die by the quality of content they deliver, subscriber engagement and customer relationships have never been as important. Demonstrating value at every step of the subscriber journey is mission-critical to keeping customers satisfied and driving a sustainable streaming business model.
Acquisition in the experimentation era
Acquiring new subscribers has never been harder – or more expensive. Free trials and deep discounts alone are no longer enough to pull in new users. In a market where every household already juggles multiple subscriptions, acquiring new viewers – and keeping them – requires more strategic approaches.
Take Apple TV+, which recently offered free access to all users during the first weekend of January – a move designed to drive sampling and convert occasional viewers into paying subscribers. Similarly, DAZN has introduced hybrid models that combine pay-per-view events with temporary free trials, creating an on-ramp for new users without relying on traditional subscription discounting. Meanwhile, Disney+ UK has taken acquisition in a different direction – bringing its content directly to social platforms by publishing full episodes of Only Murders in the Building on TikTok. This strategy taps into new audiences who may not actively seek out a streaming service but are likely to convert after engaging with compelling content in their existing digital spaces.
What these strategies have in common is a focus on hyper-targeted acquisition. Streaming platforms are no longer just casting a wide net; they’re using behavioral analytics and regional insights to identify and capture specific audience segments, crafting dynamic offers based on user engagement patterns.
Personalization, personalization, personalization
Beyond acquisition, the next frontier in streaming growth lies in redefining how subscriptions themselves are structured. The days of rigid, single-tier subscription models are being re-examined – consumers now expect flexibility, personalization, and the ability to control how they pay for content.
AI-driven segmentation is helping providers dynamically price subscriptions, tailoring offers based on market demand, screen size, user behavior, and regional economic conditions. These types of data-driven strategies not only make acquisition more efficient but also increase the likelihood of long-term retention by ensuring new subscribers are engaging with a service that meets their specific needs. Additionally, predictive analytics are playing an increasing role in determining optimal acquisition moments. Rather than deploying static promotions, platforms are using real-time engagement data to trigger personalized sign-up incentives – offering a discounted first month to users showing high intent, for example, or promoting bundled options to those engaging with related content.
Bundling is also evolving. While early streaming bundles often paired multiple services into a single package, the future of bundling is more modular and user-driven. Instead of forcing subscribers into all-or-nothing packages, providers are offering more granular options: sports-only bundles, weekend passes, or flexible tiered plans that allow users to toggle between content categories based on their viewing habits. Platforms like Amazon’s Prime Video Channels and Apple TV’s subscription add-ons already enable this level of choice, letting consumers toggle individual services on and off without being locked into long-term commitments.
Sports streaming, in particular, is pioneering this shift. Instead of requiring a full-season commitment, providers are testing event-based pricing – allowing fans to subscribe for a single game, a playoff series, or even a condensed highlight package. This flexibility not only improves accessibility but also enhances monetization by capturing casual viewers who wouldn’t otherwise commit to a full subscription.
The regulatory reality
Beyond consumer expectations, streamers are also navigating an increasingly complex regulatory environment that impacts everything from billing practices to subscription cancellation policies.
Recent consumer protection regulations in markets like the U.S. and Canada are cracking down on aggressive auto-renewal practices, requiring greater transparency around subscription terms and easier cancellation options. For example, in Quebec, users must actively approve subscription renewals rather than being automatically enrolled. These policies are reshaping how streamers handle long-term subscriber relationships, forcing them to prioritize customer experience over retention loopholes.
All services will need to be much more transparent going forward – ensuring consumer-friendly cancellation processes while using behavioral analytics to convince subscribers to stay through meaningful engagement and demonstrating value. The winning subscription services in any industry – sports, music, entertainment, or news – are those that create a value surplus where consumers feel like they get more than they give. However, regulation isn’t just a challenge, it’s an opportunity. Streaming platforms that proactively align with consumer-friendly policies can turn compliance into a competitive advantage, building trust with users and differentiating themselves from less transparent competitors.
Monetization beyond video subscriptions
For streamers looking to drive long-term profitability, the answer may lie beyond video subscriptions altogether. Many leading players across the sports, telecommunications and entertainment industries are shifting toward a broader monetization strategy that integrates e-commerce, live events, and fan engagement experiences. In the sports world, for example, major leagues are exploring hybrid subscription models. Imagine a sports fan subscribing to a package that includes not just game access, but exclusive merchandise drops, VIP event access, and in-stadium perks like free half-time drinks. These hybrid models merge traditional subscriptions with digital loyalty programs, deepening fan engagement while unlocking new revenue streams.
In the coming years, the most successful streaming platforms will be those that think beyond the traditional subscription model and embrace strategies to evolve their businesses into more comprehensive digital superstores. By harnessing behavioral data, refining pricing strategies, and expanding monetization beyond video content, streamers can build sustainable, high-value relationships with their subscribers. The future of streaming isn’t just about enticing viewers to sign up – it’s about giving them compelling reasons to stay, engage, and spend.
