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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 UniversityMarshall Van Alstyne
Allen and Kelli Questrom Professor in Information Systems
Boston University Questrom School of Business
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.
Driving Demand & Profitability in a Creator Economy
Conor Begley
CreatorIQThe power of authenticity plays an increasingly critical role in reaching and influencing consumers. The creator economy is revolutionizing consumer engagement with brands, media and buying channels. Remarkably, 77% of consumers follow creators out of a shared interest or desire to learn something new and 45% of Gen Z follow creators out of admiration for their lifestyle.* Moreover, creator content achieves 5 times the video completion rate and double the conversion rate vs. brand-generated content.
Join Begley as he unveils success patterns across leading brands engaging in the creator economy and demonstrates how companies can outperform competitors with higher ROI on revenue growth. Discover what’s changing and learn how to evolve relationships with influencers to build deep connections, which are predictive of future gains and market share.
*Deloitte Creator Economy in 3D Study, May 2024
Additional speakers to be announced.
Schedule
8:30am – 9:00am | Arrival and Networking Breakfast |
9:00am – 12:30pm | Dazzling Keynotes and Insights |
12:30pm – 1:30pm | Conclusion and Networking Lunch |
Location
Convene
101 Park Ave, New York, NY
Photos from CTAM Think April 2024
Fall Meeting
November 7, 2024 | New York City