The media OTT world is getting increasingly crowded. Disney’s video-on-demand streaming service launch in 2020 attracted 10 million subscribers in its first 24 hours in just the US, Canada and Netherlands. Subscription video-on-demand platforms such as Netflix, Hulu, and Amazon Prime Video have accumulated millions of monthly active users and provide access to a variety of movies, TV shows, and documentaries at the click of a button. There’s no doubt media consumption has increased substantially in digital formats, with the lockdown accelerating this trend.

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With increasing competition in the OTT and Pay TV space, customer acquisition has become a more challenging and expensive proposition for video services. As it becomes harder to win new customers, it becomes even more important to retain those customers you already have. The right conversion strategy is a growth accelerator and will have a significant impact on your business profitability. In this white paper we will explain how Artificial Intelligence algorithms allow video service providers to build and automatically run more accurate trial conversion prediction models, which predict future conversion rates based on past audience behavior.

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