Tammy Blythe Goodman
Tammy Blythe Goodman
Jun 22, 20172m read
What’s On Netflix Earns 2X More Revenue With Spot.IM Than Content Recommendation Widgets
TV sure isn’t what it used to be. The rise of streaming television and original programming have helped Netflix double their subscriber base in the past five years to a whopping 50.85 million, well surpassing the number of subscribers from the largest cable TV company in the country. With a higher volume of available content than ever before, viewers often struggle to find what to watch.
Enter What’s On Netflix.
What started as a fun weekend project for creator Kasey Moore quickly blossomed into a burgeoning digital destination for Netflix subscribers seeking information about what to watch and news about content coming soon to the streaming provider. The website has no affiliation with Netflix but has made a name for itself in its own right both in the US and UK regions. Even so, keeping people on the site was a challenge.
“People were coming to our site for the information they needed and then left. That’s not what we wanted,” Kasey says. “Social media platforms like Facebook encourage people to stay on their platforms and not on your site.”
After trying to create longer, more high-quality content while adding a commenting tool called Disqus, Kasey saw little to no change in audience engagement. So, he made the decision to switch to Spot.IM which offers a variety of different engagement solutions to help publishers build global communities. What’s On Netflix employed Spot.IM’s Real-Time Comments, Social Recirculation, and Social Newsfeed units.
The change was dramatic, with a 10,000% increase in comments and 15% lift in on-site engagement overall. Even more exciting was the monetary value. Once Spot.IM’s monetization solution was activated within the Social Recirculation unit, it quickly generated meaningful revenue for the publisher and surpassed the amount of money a content recommendation widget was delivering by double.
This particular real estate on the page is highly-coveted by advertisers because it contains the most popular content on the entire website (as determined by the site’s audience) as well as user-generated content (UGC), an extremely valuable feature to marketers. In fact, according to Mary Meeker’s Internet Trends 2017 Report, UGC can spawn nearly 7x more engagement than brand-generated content. Visitors that engage with the UGC in Spot.IM’s unit are served just one display ad and one video ad, a significant difference compared to content recommendation widgets that drive users off-site to third-party content from six or more advertisers per page.
To learn more about What’s On Netflix’s success with Spot.IM, download the full case study by clicking the button below.
Interested in becoming a Spot.IM partner? Drop us a line at love@Spot.IM.