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OTT video services employ a variety of strategies to properly engage consumers. As an example, subscription-based OTT services’ free trials have been very successful in converting prospects to customers. However, the importance of free trials and their use as a tool to acquire new paying customers may be changing based on the recent actions of several high-profile services. While Disney, Netflix, and others have decided to end free trials, the use of trials is on the rise, and they remain a key driver in the OTT subscriber journey. As competition intensifies, service providers are looking to expand their marketing and promotional toolbox with other methods to acquire and engage customers.
