The Fragmented OTT & Mobile App Experience
Why Media & Marketing Strategies Are Failing at Retention
Welcome to the 35th Edition of Marketing Concepts!
Have you ever switched between your phone, tablet, and TV while streaming, only to find the experience frustratingly disjointed? Despite their dominance, platforms like Netflix and Prime Video struggle with seamless cross-device integration and effective retention strategies.
While acquisition campaigns flood social media, retention efforts remain weak. Understanding a user’s fragmented journey, unifying data with Mobile Measurement Partners (MMPs) and Customer Data Platforms (CDPs), and creating personalised engagement strategies are crucial but often overlooked.
Understanding the Fragmented User Journey is Key
A single user might:
Discover a new show via a social media ad on mobile
Browse recommendations on a smart TV
Add the show to their watchlist on their desktop
Stream the content on a tablet while commuting
Switch back to a TV at home to finish watching
This omnichannel behaviour creates an intricate web of data points, making it difficult to track engagement and optimise marketing efforts. Unlike traditional e-commerce, where users typically follow a clearer conversion funnel, OTT platforms face an unpredictable, non-linear engagement journey.
The Role of MMPs and CDPs in OTT Marketing
MMPs (like Adjust and AppsFlyer) help track attribution across multiple devices, while CDPs (like Segment and Amplitude) centralise user data to create a unified customer profile. However, many streaming services fail to integrate these tools effectively, leading to inefficiencies such as:
Siloed Data: Mobile app engagement is often tracked separately from TV interactions, missing a holistic view.
Poor Cross-Device Attribution: If a user clicks on an Instagram ad but ultimately subscribes on a TV app, the credit may not be accurately assigned.
Lack of Personalisation: Without real-time data unification, content recommendations and push notifications often miss the mark, leading to churn.
Why Retention Strategies in Streaming Are Weak
OTT platforms pour massive budgets into acquisition, yet retention remains an afterthought. Rising customer acquisition costs (CAC) make this an unsustainable model.
Many platforms rely on generic email reminders and static content recommendations rather than dynamic, behavioural-driven engagement. Few leverage push notifications tailored to individual viewing habits or implement loyalty incentives that encourage continued use. Unlike subscription services in other industries, most streaming platforms fail to create a sense of value beyond content access.
Without retention-focused marketing subscribers disengage, increasing churn rates and reducing long-term profitability.
The Path Forward: Retention-First OTT Marketing
Streaming services need to shift from a purely acquisition-driven approach to a retention-first mindset:
Cross-Device Personalisation: Use CDPs to unify data and create personalised re-engagement campaigns across mobile, TV, and desktop.
Behavioural Retargeting: Instead of broad ads, remarket to users based on actual viewing habits (e.g., “Still interested in sci-fi? Here’s what’s new!”).
AI-Driven Predictive Engagement: Leverage machine learning to anticipate churn and offer targeted promotions or content recommendations.
Loyalty & Gamification: Introduce streak-based rewards, VIP content access, or discounts for long-term subscribers.
Interactive & Social Features: Drive community engagement through watch parties, live chats, and in-app social sharing.
Closing Thoughts
OTT and mobile integration in media and marketing is still far from seamless, with most brands heavily focused on acquisition instead of retention. Until platforms truly invest in understanding the fragmented user journey and deploy sophisticated marketing technology solutions, they will continue to see high churn rates and inefficient ad spends.
What’s your take? Have you experienced effective retention strategies from any streaming platform?
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