Pay-TV Providers Reset the Retention Playbook With Restored Carriage, Broadband Bundles and Custom Multiview

Verizon restored Starz to Fios TV on October 20 after the premium programmer’s cable multiplex had been unavailable on the platform for two weeks. Verizon said the dispute concerned the fees it paid to carry Starz, which also sells subscriptions directly to consumers. The companies did not disclose financial terms of their new agreement. Starz President Alison Hoffman called it a mutually beneficial deal that returns the programmer’s shows and movies to Verizon Fios customers. (thedesk.net)

The resolution is the newest example of pay-TV providers revising programming access, packaging and product features as they compete with stand-alone streaming services. In the United Kingdom, BT relaunched BT TV for broadband subscribers on October 14, reversing its earlier decision to shift the television business under the EE brand. EE TV will remain available outside the BT-branded offering, while existing BT Broadband customers with EE TV retain their packages, prices, channels, recordings and set-top boxes. (thedesk.net)

BT TV uses the YouView platform and offers the recording-capable BT TV Box Pro and the streaming-focused BT TV Box Edge. Its packages can incorporate Comcast’s Now TV, Sky Sports, Sky Cinema, HBO Max, TNT Sports and Netflix, depending on the customer’s selection. Subscribers can change packages monthly, and qualifying customers receive three months of Apple TV at no additional charge. BT Consumer Chief Product Officer Luciano Oliveira said the relaunch brings broadband connectivity and entertainment into a single customer experience. (thedesk.net)

DIRECTV, meanwhile, introduced Build Your Own Multiview for eligible streaming subscribers using Gemini and Roku devices, with additional connected-TV platforms planned. Viewers can combine as many as four eligible channels on one screen, including ESPN, FS1, NFL Network, CBS Sports Network and major college-conference networks. The feature supplements DIRECTV’s curated Multiview channels and Sports Central interface. DIRECTV Head of Product Vikash Sharma described customizable lineups as the next step in giving sports viewers greater choice and control. (tvtechnology.com)

ConsumerEXP analysis: These are different operational moves, but they reflect the same retention strategy—reduce the reasons to cancel by restoring valued programming, tying television more closely to broadband and matching streaming competitors’ flexibility. Parks Associates reported that 16% of U.S. broadband consumers who cancel pay television eventually return, with live sports and local or live news among the leading reasons. The research also found that customers become more likely to select a virtual MVPD such as YouTube TV or Fubo the longer they remain away from traditional service, increasing pressure on providers to win them back quickly. (thedesk.net)