GluedIn Team | Published on Jan 10, 2025
Managing Churn with Shorts
In the age of infinite content and fierce competition, streaming platforms face one major challenge— churn. Subscribers are quick to jump ship if they don’t feel engaged, making it crucial for platforms to proactively retain users before they cancel.
With data suggesting that more than 75% of online video viewing is now happening on Mobile Phones and Vertical Viewing emerging as the preferred format, streaming services can leverage the same format to re-engage users and keep them subscribed using their mobile apps more effectively,
Let’s dive into a four-step strategy to minimize churn using personalized Shorts and smart distribution techniques including In-App Shorts
Identify & Segment At-Risk Users
Not all churn risks are the same. The key is to identify the different types of at-risk users and tailor engagement strategies accordingly. Here are the key segments to focus on:
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A. Inactive Subscribers (14+ days of inactivity) – Users who haven’t watched anything recently
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B. Users Nearing Renewal Dates – Subscribers who might cancel instead of renewing.
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C. Free Trial Users with Low Engagement – Potential customers who haven’t interacted much and are unlikely to convert.
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D. Paused or Recently Canceled Users – Former subscribers who might return with the right incentive.
The Personalized Shorts Strategy
Once you’ve identified at-risk users, the next step is crafting targeted Shorts that bring them back. These bite- sized videos should be engaging, FOMO-driven, and highly personalized based on the user’s behavior.
For Inactive Subscribers (Haven’t watched in 14+ days)
“Here’s What You Missed!” – 30-second recaps of trending shows. AI-Powered Recommendations – Previews of shows similar to their past favorites. Exclusive Sneak Peeks – Short clips teasing upcoming episodes.
For Users Nearing Cancellation
“Before You Go…” – Shorts featuring cliffhangers, fan theories, or behind-the-scenes content. FOMO Highlights – Trending episode teasers they haven’t watched yet.
For Free Trial Users
“The Best Is Yet to Come!” – Shorts showcasing premium-tier exclusive content. Comparison Shorts – Highlight ad-supported vs. premium benefits (e.g., faster releases, no ads, 4K). Time-Limited Offer – Animated Shorts with “Last Chance!” messaging to encourage conversion.
For Canceled or Paused Users
“New Since You Left!” – Shorts summarizing major show releases since they canceled. Personalized Comeback Offers – Flashback clips of their favorite series + discount offers. Social Proof & FOMO – User-generated reactions to viral moments in the latest content.
Multi-Platform Distribution: In-App and On Social
The Mobile App is the best attribution and distribution platform for Shorts. Streaming platforms should distribute them across multiple touchpoints:
- In-App Shorts Feed – A TikTok-style feed within the app to keep users engaged.
- Push Notifications - “Don’t Miss This!” reminders.
- Social Media Ads – Retargeting campaigns featuring trending clips.
- YouTube & TikTok Cross-Promotion – Using Shorts to drive curiosity and bring users back
Incentives & Gamification: Turning Engagement Into Retention
Shorts should do more than just entertain—they should motivate action. By adding gamification and rewards, platforms can nudge users to stay engaged.
Interact & Win Challenge – Only for users who interact with Shorts. Create and Win Challenge – Verified Users can create Surround Content and get a Chance to win big. Referral Bonus for Sharing Shorts – Users who share Shorts get discounts and coupons
Tracking Success: Measuring the Impact of Shorts on Churn Reduction
The key metrics to track include:
Churn Rate Reduction – Percentage of users retained.
Increase in Re-subscriptions – Number of returning users post-Shorts exposure.
Click-Through Rates (CTR) on Personalized Shorts – How many users engage.
Watch Time Increase – Growth in content consumption after seeing Shorts.
Summary
As the streaming war intensifies, platforms need more than just great content—they need strategic engagement to reduce churn and increase lifetime value.
Shorts aren’t just a trend—they’re a retention powerhouse. By personalizing and distributing them effectively, streaming services can turn passive users into active subscribers and long-term revenue streams.
From reels to revenue, the future of streaming retention is short and sweet!
