New data from mobile marketing and user engagement specialist CleverTap indicates that 43% of all OTT video apps are deleted a month after download. The study found that these apps see a churn rate of 67% during the first two weeks, while only 26% of users use them on at least three occasions within the first month.
Almitra Karnik
, Global Head of Marketing at CleverTap commented:
“There’s intense competition in the OTT space and thus, the need to differentiate the offering with exclusive content and a superior customer experience becomes all the more important”.
Elliot Goldwater, a director at SendGrid, one of CleverTap’s email delivery partners, added:
“It is fundamental for marketers to monitor the user journey while analysing OTT app performance. Unless monitored end-to-end, key issues can get overlooked”.
