The VoD case: the platform becomes social and provides new opportunities for viewers

Goals

Turn users into socialized and increase the platform’s retention. Broadening the functionality will also highlight the platform among other VoD services and make the service a love brand for users.

What Watchers did

• Placed a customized chat room linked to every piece of content on the platform: films, series, and TV channels. The functionality is available on the web and mobile web (apps and Smart TV — wip).
• Added CTA linked to a chat button, prompting users to participate in chats, discuss content and write reviews and opinions about it. Users can communicate via text, animated emoji, and stickers. They can do it only if they are authorized.
• Delivered a three-layer moderation. That provided a healthy space for users' conversations.
• Provided full data, including real-time dashboard and semantic analysis of UGC content (users' messages). Also, reports with conclusions about what content users prefer to discuss.

The project status

Chats are now integrated into the web and mobile web versions of platforms. We are working on integrating community chats into apps (Android, iOS) and SmartTV.

Results

25% of those who visited the content page have already converted into communicators (the number is growing). The platform reports an increase in retention and users’ satisfaction.

What users think

• Users are grateful for the opportunity to send their opinions and reviews about content at once after watching, without searching other platforms that specialise in reviews.
• Users seek the opportunity to watch content in sync because they like to discuss it while watching.
• Users notice the level of moderation and the difference in quality between chats on social media, YT, and Wink.