Free trials are a popular acquisition mechanism across many sectors and is the number one reason for subscribing to an OTT service.
According to the most recent study from Parks Associates, 58% of US broadband households that accept a free OTT trial convert to fully-fledged paying subscribers.
To address this challenge, firms need to understand how free-trial customers differ from regular customers in terms of their decisions to retain the service. This document provides some guidance on executing a digital engagement strategy using data and key metrics to retain hard-won subscribers.
You will learn more on how to nurture subscribers when the free trial is over. Grab the guide now!
free Ebook
This playbook distills millions of subscriber actions into benchmarks and practical plays that protect revenue and extend lifetime value.
Inside, you will:
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The playbook breaks down the full subscriber lifecycle into four phases, with benchmarks, gaps, and practical plays for each.
Phase 1
Acquire and convert
Benchmark: New-user conversion, sub-5-minute sign-ups, trial-to-paid, and campaign performance
Insight: Identify where top performers convert faster and keep more trial users engaged
Phase 2
Optimize revenue
Benchmark: ARPU, long-commit, web-channel, and annual vs. monthly value
Insight: See how leaders increase average revenue per subscriber and shift users to higher-margin plans
Phase 3
Retain and win back
Benchmark: Subscriber lifetime, retention rate, resubscription, and recurring payment success
Insight: Understand which retention gaps most impact subscriber lifetime
Phase 4
Customer experience
Benchmark: Help-center engagement, contact rate, one-touch resolution, and ticket reopen metrics
Insight: Discover how leading brands turn support interactions into loyalty and retention advantages
