Reports Video

Burnishing the back catalogue Retention in an inflationary era

Ben Woods
Cover image for Burnishing the back catalogue
Report Synopsis Presentation Spreadsheet

Get full access to this report and assets

Already a MIDiA client? Login here to view this report.

If you are interested this report, or related reports such as "Video Market Country Profile: UK Catch-Up TV Supercharges The Market", "Bridging the creator gap Monetising social video’s micro-communities" and "The great monetisation reset New ways to monetise streaming video audiences" get in touch today to enquire about a report bundle.

20,000 foot view:  With inflation squeezing commissioning budgets, streaming-TV services are battling to demonstrate value to consumers who risk churning under pressure from the cost-of-living crisis. The big spend on new shows to grow playbook is not only unsustainable, but also out-of-step with the consumer appetite for classic content. To retain subscribers sustainably in an inflationary era, streaming TV services need cost-effective engagement and can do so by bringing back catalogue to the fore. Through incorporating social tools, focusing on fandom, and embracing lean-back consumption behaviours driven by free ad-supported streaming TV channels (FAST), streaming TV can minimise churn and usher in a new era of sustainability. This means commissioning fewer new shows and sweating existing IP across audio, games, and live services.  

Key insights 

               of US consumers watched something they are already a fan of, or re-watched shows when consuming video as a standalone, focused activity in            2022            put on something new or watched an undiscovered back catalogue show when consuming video as a standalone, focused activity
  • FAST channels            use back catalogue to create            streaming TV experiences that offer            relief from the tyranny of           
  • Personal recommendations            the dominant route for discovering            despite streaming TV’s investment in            recommendations
  •            of consumers discovered new TV shows through personal recommendations in            2022
  • Streaming TV            can use social tools to            personal recommendations part of the            experience, bolstering back-catalogue engagement 
  • Watch parties            make entertainment events out of            shows if they focus on            communities
  • Video subscribers            at            when it came to            to podcasts every month in            compared to the consumer average                      
  • Podcasts can            back-catalogue engagement through utilising flagship           
  • Consumer demand            new titles is strong, but            services that better showcase back            can unlock value from older            that speak to personal preferences

Companies and brands mentioned in this report: Disney+, The Godfather, ITV, ITVX, Netflix, Pluto TV, Spotify, Stranger Things, TikTok, Zoolander