Five weeks after starting, free registration for on-demand service TV4 Play has already hit over 250,000 users.
Five weeks ago, TV4 play took a big step in the further development of its on-demand service TV4 Play: It started requiring registration to use the service. The reason was to make TV4 Play more user friendly – and to build Sweden’s foremost TV service for entertainment and news online, writes Mathias Berg, COO for the network, in TV4’s media blog. The results were beyond expectations, with over 250,000 registrations so far.
“Despite it being low season with many series having finished before summer, despite the European soccer championship and that we’ve released the registration only on desktop, we’ve registered more than 250,000 free accounts,” writes Berg. “The number of new registrations has fluctuated between a high of 30,000 to a low of 5,000 per day, and continues at a steady pace. It bodes well for when we launch our fantastic fall season after the summer.”
The registration has shown that a little over 50 percent are between ages 15 and 35, 25 percent are 36-55 and 20 percent over 55.
“Dividing up into age groups helps us, among other things, understand the content preferences of our users so we can continue to develop strong digital formats alongside our linear formats,” writes Berg.
When the European soccer championship is finished, the next phase of the registration project launch: log ins on mobile platforms, including iOS apps, Apple TV as well as Android.