Bringing Easy Money In 

Do you know what motivates customers to be a Believer in your brand?

Then it means there's an adjacent group of people that think highly of your brand, but aren't yet buying.

These are the Potential Believers. A quantifiable revenue potential exists as well as learning what their small hurdles are to making the jump.

$20 million for Netflix

Case Study: Potential Believers of Streaming Providers

McQueen Analytics applied this approach to the streaming industry, studying Netflix, Disney+, Paramount+, and Amazon Prime Video.

We found 8% of the population with High Affinity toward Netflix, 14% for Disney+, 13% for Paramount+, and 11% for Prime Video. They are not buying today, but are Potential Believers waiting in the wings.  

There is also an Affinity Conversion available to Netflix at 15% (Calculated by dividing this 8% by 55%, the combined of high affinity)

That could equate to nearly $20 million dollars of potential revenue yet untapped for Netflix.

The potential for the other streamers is significant as well.

While Netflix holds the largest market share today, the affinity potential for its competitors is striking. How they each position themselves with content, price, and user experience will be important for adding believers to their mix or losing out on them to fellow streamers.

What these Potential Believers need to join

As we have explored in prior posts on Customer Equity and Affinity/Behavior, these Potential Believers may just need a small nudge to get them to sign up. In this case, some of these potentials might say they:

• are engaged with more interactive or immersive content.
• want only specific pieces of content (and would pay a lower price for just that content).
• prefer more services bundled.
• are willing to pay a higher price for ad-free viewing.

How each of these streamers may want to address and attract this population of potential could vary. Yet, we now have quantified what that value could be. Similarly, we know what it may take to get these potentials across the finish line along with what they will continue to value once they arrive there.

Interested in this analysis for your customer segments too?

McQueen Analytics can help quantify these customers for your brand too.