Page 16 - SCS May 2018 - Day 2 Tasks

CIMA MAY 2018 – STRATEGIC CASE STUDY

Reference material – Extract from Digital Streamer

Demand for downloads is ad-ing up

Downloading content is a must for streaming services
A recent poll by digital streamers asked readers what one thing would make subscribers to
streaming services happier, answers ranged from new content to blockbuster films being available
sooner to improved app layouts, but the resounding winner was the opportunity to download
content to watch on the move.

A lot of TV catch up services already allow this: AAB seePlayer, ETV Hub and Cloud Go. It seems
surprising that the global market leader in streaming doesn’t offer it.

It appears after recent issues around public Wi-Fi streaming subscribers are now fed up with Wi-Fi
capabilities in communal places like trains, buses and even coffee shops not offering the
bandwidth for multiple customers to relax and enjoy their favourite shows on the move. Rail and
bus companies appear unlikely to invest in increased bandwidth capacities, so it is down to the
streaming services to do something.

Time to ad some more members?
Another interesting finding is that there appears to be an opportunity for the previously advert-
free streaming subscription services to offer a free membership that is funded by advertising
revenue. In a similar way to music streaming services Geezer and Zitify, offer a free entry level
service which includes adverts with the opportunity to upgrade to the advert free service.

30 KAPLAN PUBLISHING