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Brightcove Bytes: Combating Churn with Content Engagement Insights

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Brightcove Bytes is a LinkedIn Live series that features industry leaders and subject matter experts addressing key video marketing and OTT trends in APAC.

According to S&P Global, streaming has been at the forefront of significant growth within the video industry in recent years. However given increased competition and economic climate, opportunities for growth are cautiously optimistic.

No streaming services are safe from churn, and this translates to reduced Customer Lifetime Value (CLV), and increased cost to build an audience.

How can OTT marketers combat churn without breaking the bank?

This session explores the role that content plays to combat churn and the data analytics needed to make informed business efforts to drive growth in the long run.


Greg Armshaw

Senior Director Strategy

Greg Armshaw is Senior Director of Strategy at Brightcove with more than 20 years of experience in the media and digital marketing industry. At Brightcove, Greg helped build its dominant position as the number one choice for delivering and monetising live and VOD streaming for Free-to-air TV, Pay TV Content Owners and Sports Content Owners.

Ian Mckee

Founder and CEO

Ian McKee is the Founder and CEO of Vuulr. Originally from the UK, Ian has more than 20 years’ experience in the field of technology, digital marketing and disruptive innovations under his belt. In his first entrepreneurial venture, Ian founded Vocanic, a social media and digital marketing firm in 2004 and led the business to become the largest social media technology business in Southeast Asia. WPP Group acquired Vocanic in 2014 and integrated it into GroupM , the media investment arm of WPP.

In 2020, Ian was named by Business Insider as one of the top 10 leaders transforming media and advertising in Asia in 2020.

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