Success in Video on Demand: Its All in the Title Name

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Practical "how to" guide to produce great results with independent movies on video on demand platforms. As a content supplier to many VoD retail platforms Diva.AG has analyzed what attributes make a movie successful: go for an attractive genre such as horror and give your title a catchy name.

Recently Diva.AG made the strange and exciting discovery that a single and relatively unknown title generated more that 50% of Diva's monthly turnover on a single platform.

Now what exactly produces such a positive outlier? Is it the title, the genre, the platform?

In conversations with other partners Diva found out that these effects do happen in the VoD space. Apparently the reasons can be attributed to a number of reasons:

1. The name of the title needs to be attractive and suggestive
With little more to go by than a name, synopsis and a visual, customers need to be enticed to buy a movie. It does not need to be a blockbuster; it just needs to be well merchandised. The easiest and perhaps most important part of this exercise is an attractive name.

2. Genre does matter
In a VoD context people like to watch what is difficult to find otherwise. As in physical video stores, viewers go for strong genre contents; horror appears to be one that works particularly well.

3. Customers rely on each other
Snowball & network effects happen thanks to recommendation tools. Once a few users pick up a title and recommend it, the rest happens by itself.

Keeping all this in mind the "perfect storm" is perfectly plausible and repeatable, all it takes is a creative producer giving his picture an evocative name, Diva needs to do a good job in getting the right movie in front of the right audience and the platform needs to give its new films an attractive window and provide easy recommendation tool.

About Diva
Founded in 2007 Diva is a leading aggregator of movies, TV series and short form contents supplying Video on Demand platforms globally. Diva's special focus are award winning independent films, true classics, horror and animation contents that are otherwise hard to find. These contents are taken to Internet platforms, telecommunications companies and cable companies in Asia, Europe, Middle East and the USA. Content selection, normalization, encoding and transaction reporting are handled by Diva's proprietary Daedalumâ„¢ platform. Privately held Diva AG is based in Zurich, Switzerland with representations in China, France, Germany, India and the USA. Contact: Natalie Farrell, Key Account Management, Natalie.farrell @ diva.ag, Tel: + 41-44- 586 66 32

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Kai Henniges
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