Beyond Acquisition: How Successful Subscriber Acquisition Campaigns Can Increase Churn – and What to Do About It

At StreamTV Show 2025, Claritas presented a joint keynote session with our partners at Magid titled, Beyond Acquisition: How Successful Subscriber Acquisition Campaigns Can Increase Churn – and What to Do About It.

Claritas SVP of Practice Leadership, Ron Cohen, and Magid’s EVP of Global Media and Entertainment, Mike Bloxham, explored how streaming platforms turn Magid’s deep viewer behavior research into highly targeted, retention-focused campaigns using Claritas segmentation and campaign optimization solutions.

We all know that blockbuster movies, sporting events, or new series can boost subscriber acquisition. That said, these tentpole events are also predictive of increased rates of churn as subscribers who come for a specific piece of content are often inclined to leave after watching it. This presentation addresses the challenge of retaining as many of those subscribers for as long as possible by optimizing the subscriber decay curve through differentiated marketing and messaging based on content preferences and effective targeting.