CTAM Think - CTAM

Fall Meeting, November 7 | New York City

The Switching Generation

Consumers are developing new TV habits to manage numerous video service options and are exploring various ways to view them, whether through MVPDs, vMVPDs or aggregator devices like dongles. Over the past two years SVOD customer growth in the U.S. has remained flat or decelerated among many of the major streamers as net additions continue declining (4.8M net adds Q1 ’24 vs. 8.1M YOY*).

SVOD cycling, switching services and creating do-it-yourself Frankenstein bundles are driving new platform innovations between collaborative competitors to grow market share and build a better mouse trap that reduces complexity, strengthens engagement and increases value. Join this thought-provoking, half-day forum covering:

Strategies that stem switching and reduce churn
Platform innovations fueling better viewing experiences
Creating durable customer relationships
Generating relevance in the Creator Economy for engaging Gen Z

*State of Subscriptions, Pricing & Packaging, Antenna, June 2024

Sessions

Power of the Platform

Marshall Van Alstyne

Boston University

Marshall Van Alstyne

Allen and Kelli Questrom Professor in Information Systems

Boston University Questrom School of Business

Meet Marshall

Community interactions that create network effects, economies of scale and protect profit margins fuel successful platform dynamics for media and entertainment businesses. Van Alstyne analyzes why traditional product strategy fails in platform markets and what happens when others innovate on your behalf. Discover how third-party value can surpass what the core firm creates, and how to use the ecosystem as a sensing function to integrate undeveloped opportunities, enhancing the platform and preventing disruption.

Companies often misunderstand why users leave their platforms and why competition among bundles is so ruinous. Van Alstyne will share six factors that firms should consider to stop the bleeding before it’s too late.

Meet Marshall