When you launch a network, you want to find the perfect balance of having an impressive catalog and also releasing new content on a regular basis. Most customers are used to libraries the size of Netflix, Amazon, and Hulu. While you don’t need thousands of videos to have a successful subscription service, you do need to have enough content to make your customers feel like they are getting their money’s worth.
How much content should I start with?
Regardless of content genre, we’ve found that 60-90 videos is a good number of videos to start with. The top networks of 2017 had even more videos available when their networks went live. Those sites were up and running with a median of 133 videos at the point when they launched. If you have less content than that, you can still have a successful launch. You just want to make sure you have enough videos so a customer won’t be able to plow through most of them in their first month. If they like your content and see that you have more for them to view, they’ll stick around longer.
How frequently should I add new content?
With a subscription network, you can’t just set it and forget it — you have to add content on a regular basis in order to keep your existing subscribers from churning. Again, we’ve found that the genre of your network doesn’t make much of an impact on how often you should be releasing. The top networks in every genre release at least one new video a week to their subscribers. Sites with the highest growth in 2017 released content slightly more frequently, about twice a week. Networks that experienced significant customer churn last year didn’t release content as often — they released less than three videos a month.
One key to success, whether you plan to release new videos weekly or twice a week, is consistency. If your customers are used to new videos on a certain day of the week, you’ll want to do your best to stick to that schedule. Understanding the expectations and viewing habits of your customers will help you decide how frequently you need to add new videos.
Don’t forget to notify your subscribers
You want to make sure your customers know when new content is available to them. You can do this a few different ways. When you release a new video to your subscription product, with the click of a button, you can send an email notification to your subscribers. If you have branded apps, you can also send push notifications to your customers. And if you’d like to reach your customers in yet another way, you can also download a CSV of your customers in order to email them a newsletter with even more details about new releases on your network.