Streaming services cannot rely on content alone to attract and retain customers but must focus on broader elements of the customer experience, like personalization and product design, to succeed.

This view was outlined by Natasha Hritzuk, vp/consumer insights, HBOMax, at WarnerMedia – a unit of communications giant AT&T – during the 2021 CIMM Summit.

Why it matters

Subscriber churn and audience retention will be of particular relevance in 2021, as the streaming market is increasingly crowded with large players. Against this backdrop, streaming services should utilize a range of mechanisms to grow their audiences and minimize churn.

Five steps for...