Dove Channel streaming service boosts in-app customer satisfaction 78%

Brief:

Dove Channel, a Christian-based subscription streaming video service run by content provider Cinedigm, saw a 78% increase in in-app customer satisfaction surveys after collaborating with customer engagement platform Swrve, according to an announcement shared with Mobile Marketer.
The channel also saw a 56% completion rate among iOS users and a 90% completion rate among Android users for app store review requests, which boosted Cinedigm's Google Play rating from 2.5 to 4.1 stars. Dove Channel recorded a 65% open and click rate among active users for weekly push alerts when paired with in-app messaging, per the announcement.
Dove Channel saw an additional average of 3.6 app sessions by users who consumed more content after their first engagement with the in-app messaging campaign.

Insight:

Dove Channel's results demonstrate the importance of refining customer engagement and satisfaction efforts for subscription mobile apps, especially as the market grows increasingly crowded. The number of subscription apps and the money being generated by them continues to grow, with the top 10 subscription video apps generating 62% more in revenue in 2018 than 2017.

As more subscription apps become available, targeted and relevant content isn't enough to keep customers coming back, Tom Aitchison, CEO of Swrve, said in the company's announcement. Brands need to anticipate and provide relevance in real time to connect, engage and retain customers, including via push alerts and in-app messaging to connect with on-the-go audiences through mobile.

Cinedigm last month expanded distribution of its streaming channels on Comcast's Xfinity X1, five months after Dove Channel was added to the platform. Cinedigm's CONtv charges $4.99 a month for a selection of classic cult films and series, while its Docurama service costs $2.99 a month for a library of documentaries, Variety reported. Cinedigm in March announced plans to buy video-platform company Future Today for $60 million. Future Today operates more than 700 ad-supported video-on-demand (OTT) channels such as HappyKids.tv and Fawesome.tv.