Top Mobile Retargeting Tips for Streaming Apps

With the global subscription video-on-demand (SVOD) market surpassing $108 billion this year and showing no signs of slowing, competition among streaming apps is at an all-time high. As major players like Netflix, Disney+, Max, and Peacock adapt to evolving viewer preferences and regional opportunities, effective mobile retargeting has become essential to retaining and re-engaging users. In this blog, we’ll dive into the latest SVOD growth trends across markets. Next, we'll offer actionable retargeting strategies that leverage these insights to keep audiences engaged and reduce churn.

SVOD App Market and Growth Trends

In 2024, the global subscription video-on-demand (SVOD) market grew rapidly. According to Statista, the industry's value will exceed $108.50 billion this year. It will continue to grow at a compound annual growth rate (CAGR) of 8.27% to reach $137.7 billion by 2027.

Netflix: APAC Growth, LatAm Challenges, and a Diversified Advertiser Base

According to Sensor Tower, Netflix remains a dominant force in streaming apps, particularly in the Asia-Pacific (APAC) region. In Q3 2024, Netflix reported strong subscriber and revenue growth in APAC. This was largely attributed to markets like Japan, where Monthly Active Users (MAUs) rose by 13% year-over-year and 9% quarter-over-quarter, even with recent price hikes. This growth underscores Netflix's resilience and adaptability in high-growth regions. Japan led APAC growth, surpassing other countries like Indonesia (+11% YoY), Pakistan (+6% YoY), and India (+6% YoY).

However, Netflix faced challenges in Latin America (LatAm), with paid memberships declining by approximately 1% quarter-over-quarter as competitive pressures and a slower content release schedule impacted growth. This aligns with a reported 5% decline in MAUs across LatAm in Q3 2024. Although, early signs of recovery appeared by October, with app MAUs in the region up by about 1% month-over-month. These fluctuations highlight Netflix’s need to continually innovate and adapt its content and pricing strategies in competitive regions.

On the advertising front, Netflix’s advertiser base has become more balanced across various verticals in the U.S. In Q3 2024, the top five advertiser categories accounted for 64% of total ad spend. This was down from 74% in Q3 2023, reflecting Netflix’s efforts to diversify its ad revenue sources. Additionally, the platform has improved advertiser retention. New advertisers constituted 47% of total U.S. ad spend in Q3 2024, a decrease from 75% in Q1 2024. This shift points to a growing number of long-term advertising relationships. These relationships enabled Netflix to expand into new revenue streams, including product placements and live event sponsorships.

Disney+: Growth in Latin America Through Consolidation of Star+ Content

Disney+ continues to strengthen its market position by optimizing its content portfolio. In Latin America, Disney+ recorded a 9% quarter-over-quarter increase in MAUs in Q3 2024, driven largely by the integration of Star+ content into the Disney+ platform. By consolidating content, Disney+ simplified its offerings in the region, attracting a wider audience and enhancing subscriber growth.

This consolidation is a strategic move that positions Disney+ as a comprehensive entertainment platform for families and general audiences, with content spanning popular franchises like Marvel, Star Wars, and Pixar. Disney+ has leveraged this content consolidation approach to increase engagement, demonstrating the value of bundling content to boost user retention and attract new subscribers in competitive regions.

Max (formerly HBO Max): Leading Growth Through International Expansion

Max demonstrated significant growth among streaming apps in Q3 2024, with MAUs increasing by 26% quarter-over-quarter. This growth was primarily fueled by international expansion efforts, particularly in Europe. By introducing its extensive content library—comprising HBO originals and WarnerMedia’s vast catalog—to new markets, Max has been able to attract a broader user base.

The platform's expansion strategy highlights the importance of geographical diversification in capturing new audiences and sustaining growth in an increasingly saturated SVOD landscape. Max’s success underscores the competitive advantage of leveraging global content appeal and aligning with regional viewing preferences to enhance user acquisition.

Peacock: Leveraging Live Events for Explosive User Growth

Peacock emerged as the fastest-growing SVOD platform in Q3 2024, with MAUs surging by an impressive 42% quarter-over-quarter. This spike in growth was largely driven by its exclusive streaming rights to the 2024 Olympic Games in Paris. The Olympics provided Peacock with a unique opportunity to attract millions of viewers interested in live sports, a content category that has proven effective in driving engagement and user retention.

Peacock’s strategy of emphasizing live event coverage demonstrates the impact of exclusive sports and event content on subscriber growth. As competition in the SVOD market intensifies, Peacock’s approach to leverage live events could serve as a model for other platforms looking to differentiate themselves and capture event-driven audiences.

Mobile Retargeting Tips for SVOD Apps in 2024

In light of recent trends in the subscription video-on-demand (SVOD) market, mobile retargeting has become more crucial than ever for SVOD platforms aiming to drive user engagement, reduce churn, and capitalize on high-growth opportunities in key regions. Here are strategic mobile retargeting tips tailored to the current streaming app landscape:

1. Leverage Event-Driven Engagement for Retargeting Campaigns

With platforms like Peacock experiencing a significant boost in user acquisition from the 2024 Olympics, it’s clear that live events are powerful for attracting new users and re-engaging existing ones. SVOD apps can leverage event-driven campaigns to capture the attention of users interested in exclusive content like live sports, concerts, and special events.

Tip: Create targeted retargeting ads for users who engaged with previous live events on your platform. Remind them of upcoming events that may appeal to their interests. Push notifications, in-app banners, or personalized email campaigns can remind users of “must-watch” moments, exclusive streams, or countdowns to popular events. This approach builds a habit of returning for event-driven content, which can boost user retention long-term.

2. Customize Retargeting by Region to Address Local Preferences

As seen with Netflix’s growth in APAC (particularly Japan) and Disney+’s successful content consolidation in Latin America, tailoring strategies to local markets is essential. By understanding regional preferences and targeting users based on geographic location, SVOD platforms can optimize engagement.

Tip: Use mobile retargeting campaigns that highlight region-specific content based on user location. For example, if a user in Japan is already watching anime, retarget them with notifications about newly added Japanese content. Similarly, for users in Latin America, emphasize popular regional shows or newly consolidated content from Star+. Utilizing location-based targeting in your mobile retargeting strategy will make campaigns more relevant. It will also increase the likelihood of reactivation or engagement.

3. Retarget Based on Ad-Supported Tier Interest

With Netflix’s more diversified advertiser base and growing ad-supported tier, it's clear that some users are open to a lower-cost, ad-supported subscription. Retargeting campaigns can take advantage of this trend by identifying users who may be interested in an ad-supported experience, especially those who may have churned due to price sensitivity.

Tip: Create retargeting campaigns specifically for users who recently canceled or downgraded their subscription. Highlight the benefits of the ad-supported tier as a more affordable way to access content. Use personalized messaging to emphasize that they can continue watching favorite shows or new releases without committing to the full subscription price. This can help to win back price-sensitive users and reduce churn.

4. Promote Bundled Content Offerings to Increase Engagement

Disney+ demonstrated the power of content bundling by consolidating Star+ content in Latin America, which increased MAUs. Offering bundled content can appeal to users who want access to a wider variety of shows and movies within one platform, keeping them engaged and less likely to churn.

Tip: Retarget users with notifications or ads promoting bundled content offerings or “content packages” that align with their viewing history. For example, send targeted ads or in-app notifications about content bundles like “Family Favorites,” “Popular Anime,” or “Classic Series.” This approach encourages users to explore more content, increasing engagement and reducing the likelihood of subscription cancellation.

5. Utilize Cross-Platform Retargeting for Consistent Engagement

Max's growth, driven largely by international expansion and its broad content catalog, shows that users are increasingly likely to access SVOD content on multiple devices. Cross-platform retargeting—engaging users both on mobile and other devices—can help ensure consistent engagement across all screens, leading to stronger retention.

Tip: Use retargeting ads that reach users not only on mobile but also on desktop, connected TV (CTV), and tablet devices. This can include reminders to pick up where they left off in a series, suggestions based on viewing history, or announcements of new content arrivals. Cross-platform retargeting reinforces engagement no matter where the user is viewing, creating a seamless experience and encouraging habitual platform use.

6. Retarget Based on Viewing Habits to Drive Personalization

With intense competition and diverse content libraries, personalization is essential. Platforms like Netflix have enhanced retention by offering a broad content mix. Retargeting users based on their viewing habits helps drive engagement. This strategy shows content relevant to individual interests, making users feel understood and valued.

Tip: Implement retargeting campaigns that focus on individual user preferences, leveraging data about previous viewing habits. For example, if a user watches primarily action movies, target them with new releases or upcoming action content. Personalized recommendations through push notifications, in-app messaging, or email can remind users of new titles in their preferred genres. This re-engages users and improve the overall user experience.

7. Target “Lapsed Users” with Re-engagement Campaigns

As competition in the streaming apps market grows, some platforms experience fluctuations in user activity, as seen with Netflix’s slight decline in LatAm MAUs. Engaging “lapsed users” who haven’t opened the app in a while can help SVOD apps reclaim potentially lost subscribers and increase retention.

Tip: Create re-engagement campaigns for users who haven’t accessed the app in a certain period. Offer incentives such as free trials, exclusive previews of popular shows, or limited-time discounts on reactivation. Personalized “We Miss You” messages, paired with content recommendations based on previous viewing history, can encourage lapsed users to return to the app and re-engage with the platform.

8. Highlight New and Exclusive Content for Retention

Max and Peacock’s growth, supported by exclusive and live content (such as the 2024 Olympics), shows the power of fresh, exclusive offerings in attracting users. By keeping users informed about new content, streaming apps can foster a sense of excitement and exclusivity, encouraging retention.

Tip: Run mobile retargeting ads to inform users about new, trending, or exclusive content, especially if they’ve shown interest in similar genres or past exclusive events. For example, promote a new season of a popular show or a limited-time live event. Timely reminders about “coming soon” content or special premieres can keep users eagerly returning to the platform, especially if targeted based on their interests.

Conclusion

As streaming apps expand globally and adapt to new trends, mobile retargeting can play a critical role in user retention and reactivation. By focusing on regional preferences, leveraging exclusive content, and personalizing user interactions, SVOD apps can stand out in an increasingly crowded market. These retargeting strategies, aligned with the latest SVOD market trends, can help streaming apps maximize their reach and strengthen user loyalty in 2025.