Welcome back to What I’m Hearing+, coming to you from Auckland, New Zealand, where I’m busy meeting with clients.
This week, a return to everyone’s favorite streaming debate: weekly vs. binge. Instead of focusing on which is unequivocally better, a conversation that will seemingly never be resolved, I’ll delve into how Netflix et al. can use hybrid models to maximize the lifetime value of customers, decrease acquisition costs, and keep those eyeballs engaged.
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A few weeks ago, at the annual UCLA Entertainment Symposium, Netflix content chief Bela Bajaria turned a few heads when she unequivocally defended the company’s patented binge-drop orthodoxy and declared “there is no data to support that weekly is better.” That’s not exactly true, of course, as my colleague Matt Belloni recently noted, and its veracity is even belied by Netflix’s very own successful strategy of segmenting the seasons of its most popular shows into...
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