The rise of zombie subscribers, active accounts that people unknowingly pay for, has been fueled by consumers’ eagerness to consume content across various platforms. Nordic innovators are advocating for media outlets to adopt a more personalized and transparent single-purchase model to revive these dormant subscriptions.
This trend of zombie subscriptions, exacerbated by the plethora of content options and the impact of Covid-19, poses challenges for providers in terms of data quality, content devaluation, and customer dissatisfaction. Large providers like Disney+ and Netflix have already experienced significant subscriber losses, highlighting the urgency for a new approach.
The Nordics, being leaders in technology and digital engagement, are best positioned to address the zombie subscriber issue. Tech enablers are encouraging providers to offer single-purchase content options as an alternative to monthly subscriptions, ensuring valuable data without the risk of dormant accounts.
Sesamy, a Stockholm-based company founded by the creators of Acast, offers a solution to the problem through software that enables transparent and fair exchanges for individual content purchases. By prioritizing quality over quantity, businesses can engage customers more effectively and nurture loyal subscribers.
By focusing on transparency, engagement, and delivering value, companies can effectively revive zombie subscribers and improve customer relationships. The Nordics serve as a model for this approach, emphasizing the importance of personalized and meaningful interactions with consumers to drive subscription growth and loyalty.