The failure of the premium strategy

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Shishirgano9
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Joined: Tue Dec 24, 2024 9:12 am

The failure of the premium strategy

Post by Shishirgano9 »

In this competitive market, Blackpills and Studio+ have not adopted the same economic strategies or the same editorial positioning. It is worth questioning the reasons that led to the failure of one and the relative success of the other .

Studio+, launched in November 2016 in France , immediately henan mobile number database adopted a so-called premium strategy . The attachment to the Canal+ “media brand” is evident on the editorial level, as the logo has the same characteristics as that of the famous encrypted channel. From an economic point of view, the application is accessible through a paid subscription – just as has been the case for Canal+ since its creation.



Finally, the editorial positioning of Studio+ shows the desire to build a competitor to Netflix on mobile by offering quality original series on an international scale . The average budget allocated to a season of a series on Studio+ was one million euros , which is very high in the world of French web series.

However, as revealed by the comments analyzed by Cassandra Binet as part of her thesis, this proposal was misinterpreted by consumers , who perceived it more as an application for rewatching hit series rather than a catalog of original content. We thus observed a low level of willingness to pay among users for content they were not familiar with .
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