Email Marketing Metrics - SVOD

Part
01
of two
Part
01

Email Marketing Metrics - SVOD

Email marketing metrics specific to the SVOD industry are not available in the public domain. However, based on reports by Price Intelligently, Go Quest Media, and others that SVOD companies operate in the entertainment industries, we calculated the average email marketing metrics of the entertainment industry by studies by MailChimp, GetResponse, and others, as a proxy for the required data.

SVOD INDUSTRY EMAIL MARKETING METRICS — FINDINGS

  • As per MailChimp's email marketing study, the entertainment industry had the following benchmarks: open rate (20.41%); CTR (2.19%); and unsubscribe rate (0.28%).
  • According to GetResponse's email marketing research, the entertainment and arts industry had the following benchmarks: open rate (30%); CTR (4.9%); click conversion rate (16.32%); and unsubscribe rate (0.22%).
  • As per Campaign Monitor's 2019 email marketing study, the entertainment industry had the following average benchmarks across different days of the week: open rate (17.58%); CTR (3.02%); click conversion rate (17.58%); and unsubscribe rate (0.1%).
  • A 2019 report by Price Intelligently observed that content streaming services such as Netflix, Hulu, and others are using a subscription pricing model to achieve growth in the entertainment industry; this report indicated that Netflix and the likes are operating in the entertainment industry.
  • Furthermore, a report by Go Quest Media noted that platforms like Hulu, Amazon Prime Video, Netflix, and others are disrupting the entertainment industry by leveraging subscription models. Again, this info highlighted that these companies operate in the entertainment industry, which meant that email marketing metrics in the entertainment was relevant to them.
  • Based on the above information, we estimated the average email marketing metrics for the entertainment industry, as a proxy for the SVOD sector. They are as follows: open rate (22.66%); CTR (3.37%); click conversion rate (16.95%); and unsubscribe rate (0.2%). Unfortunately, there was data specific to unsubscribe send conversion rate or send conversion in the public domain.
  • According to email marketing strategy analysis by MailCharts, SVOD companies, Netflix and Hulu send more emails on Fridays. The performance metrics of these emails are available with paid access on the MailCharts platform.

RESEARCH STRATEGY:

We began by researching studies, surveys, and reports by email marketing platforms with insights into email marketing metrics for different industries, hoping to identify data specific to the SVOD sector. This investigation revealed reports by MailChimp, GetResponse, Campaign Monitor, and other email service providers showing the email marketing benchmarks of different industries. Unfortunately, there was no info pertinent to the SVOD industry; neither were there statistics for subscription businesses, which is the model used by most SVOD companies. However, these reports provided insights into benchmarks relevant to the entertainment industry as a whole, which is a sector the SVOD operates in.

Therefore, we proceeded to research marketing and media websites with the hope to find reports revealing the email marketing metrics of some significant players in the SVOD industry. This time, we located the email marketing strategy overview of Netflix, Hulu, and others by MailCharts, but there was no data pertinent to email open rate, CTR, click conversion, send conversion, or other info required in the public domain. This info may be available on the MailCharts platform but was behind a paywall. Other reports identified in this research only provided theoretical insights into the email marketing strategies of companies in the SVOD industry with no performance metrics publicly available. Furthermore, we researched blogs and press releases of SVOD companies such as Hulu, Netflix, and others, hoping to find reports of their email marketing metrics. Again, such info was not available in the public domain. As per our investigation, these companies would not disclose such data for competitive reasons, as email marketing is an important marketing channel for subscription-based businesses, according to Zype's report.

However, from the above research, we found reports by Price Intelligently, Go Quest Media, and others, which observed that SVOD companies like Netflix, Hulu, Amazon Prime Video, and others operate in the entertainment industry. Therefore, we took it that the email marketing metrics of the overall entertainment industry by studies by MailChimp, GetResponse, and Campaign Monitor would include the SVOD sector. Hence, we estimated the average of the available entertainment email marketing metrics relevant to this request and provided the same as a proxy for the needed data.

CALCULATION:

According to MailChimp's email marketing study, the entertainment industry had the following benchmarks: open rate (20.41%); CTR (2.19%); and unsubscribe rate (0.28%).
As per GetResponse's email marketing research, the entertainment and arts industry had the following benchmarks: open rate (30%); CTR (4.9%); click conversion rate (16.32%); and unsubscribe rate (0.22%).
According to Campaign Monitor's 2019 email marketing study, the entertainment industry had the following average benchmarks across different days of the week: open rate (17.58%); CTR (3.02%); click conversion rate (17.58%); and unsubscribe rate (0.1%).

Hence, based on reports by Price Intelligently and Go Quest Media showing that SVOD companies like Hulu, Netflix, and others operates in the entertainment industry, we calculated the average email marketing metrics of the entertainment industry, as a proxy for the SVOD sector:
Unfortunately, there were no metrics for unsubscribe CVR rate or send conversion available in the public domain.


Part
02
of two
Part
02

Email Marketing Metrics - SVOD Providers

HELPFUL FINDINGS

Renewal Rate in SVOD industry
  • Netflix has the highest renewal rate (93%), followed by Amazon Prime Video (75%) and Hulu (64%), according to Lab42 Research.
Global SVOD viewing time
  • In only four years, the global average viewing time for SVOD content will rise enough that it will equal the amount of broadcast TV watched.
Global SVOD industry statistics
  • The number of SVoD users worldwide is expected to skyrocket from around 283 million in 2018 to 411 million in 2022. Younger generations are the ones driving demand the most, with 18-24 year olds spending an average of 39 minutes per day using SVoD services.
  • Worldwide Digital Video revenue is expected to grow in the coming years and SVOD will increase its share in the industry.
SVOD players with the highest Subscribers, Average monthly cost, Annual cost, Annual subscription and revenue in US
  • The subscription video space has grown competitive. Led by Netflix, Amazon and Hulu, the top US subscription video services generated close to $15 billion in monthly fees alone in 2017. This figure did not include advertising revenues.
  • Among SVOD players, Netflix has the highest number subscribers with 52.8 million, followed by Amazon with 26 million, and Hulu with 17 million. Netflix also has the highest annual subscription revenue with $6,153 million followed by Amazon and Hulu.
  • PlayStation Vue has the highest average monthly cost with $57.50 million followed by DirectTV with $52.50 million. In fat, PlayStation Vue also has the highest annual cost with $690 million followed by DirectTV with $630 million.
SVOD industry Leaders
  • Prime Video and Netflix together account for nearly two-thirds of global SVOD spending. The two services also accounted for one-third of all subscriptions globally in 2018.


Research Strategy:

First, we scanned each of the listed SVOD players company websites (Netflix, Hulu, Sling, Disney Plus, The Great Courses, Masterclass and Spotify). After a thorough research of their company press releases, investor presentations and annual reports, we were not able to find any related data for the conversion metrics. Instead, we only found statistical data related to the number of subscribers and the number of consumer impressions.

Second, we looked into companies such as Optin Master, User Testing, ClickTale, and UsabilityHub that offer services or tools for conversion optimization, KPI analytics and AB testing. Most of these conversion analytics companies provided use cases or studies about the challenges and solutions of non-SVOD companies.

Third, we tried to checked market research industry publications such as eMarketer, Forbes and Investors.com but no specific conversion series metrics were identified for any of the SVOD companies we were able to find.
Sources
Sources

From Part 01
Quotes
  • "Content streaming services are probably the most well-known examples of the subscription business model. Companies like Netflix and Spotify have built incredibly successful businesses by leveraging the growth potential of subscription."
  • "They do this by monetizing content and showcasing their value through the entertainment experience they provide. "
Quotes
  • "The business model that was once associated with newspapers and magazines has now been adopted by traditional and modern industries, particularly the global media and entertainment industry. Netflix, as argued by industry experts, pioneered the subscription-based business model leading to rise of several home-grown and international Over-The-Top (OTT) platforms, namely, Amazon Prime Video, Hulu, MUBI etc."