Netflix鼓勵不活躍的用戶取消訂閱

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  • 作者: 音樂地圖
  • Netflix鼓勵不活躍的用戶取消訂閱

      202007/2308:59

    ◎在一個串流媒體服務世界中,取消不活躍的用戶似乎並不符合他們的利益。但這正是Netflix在做的。
    ◎Netflix產品創新負責人(Eddy Wu)解釋,想問自從加入Netflix一年來,沒有在Netflix上看過任何東西的所有人,以確認他們是否想保留自己的會員資格。對於已經停止觀看超過兩年的用戶,也會這樣做。“如果他們不確定要繼續訂閱,我們將自動取消其訂閱。”
    ◎(Eddy Wu)澄清說,閒置帳戶“僅占會員總數的1%的一半以下,只有幾十萬,並且已經計入我們的財務指導。

    詳細全文:

    Customers paying their subscription even though they’re not using your service? The stuff of dreams, so you’d think (well, you would if you owned a gym, for example).
    In a world where streaming services have to keep a close eye on their ‘churn’ rate (cancellations) it might not seem in their interests to boot off those inactive subscribers. But booting them off is exactly what Netflix is doing. Well, it’s not being quite so brutal.
    “We’re asking everyone who has not watched anything on Netflix for a year since they joined to confirm they want to keep their membership. And we’ll do the same for anyone who has stopped watching for more than two years,” explained product innovation lead Eddy Wu in a blog post. “If they don’t confirm that they want to keep subscribing, we’ll automatically cancel their subscription.”
    He clarified that inactive accounts “represent less than half of one percent of our overall member base, only a few hundred thousand, and are already factored into our financial guidance”. It’ll be interesting to see if any analysts ask Spotify if it’s planning a similar move, next earnings call.

     

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