Videoland: convenience is the foundation of great service
For many, it’s the ultimate way to spend an evening: binge-watching your favorite movie or series. The streaming platform Videoland offers international films and exclusive titles from Dutch soil. It’s all about building a real relationship with the customer, because "subscription services are the future," says Wilco Dona, Head of Consumer Products at RTL. In this case, you’ll discover why you’ll never run out of things to watch.
"If you pay separately for every series, people get shocked by the total amount."
— Wilco Dona, Head of Consumer Products at RTL
- Videoland’s Challenge
A dynamic market with changing demands from a flexible consumer. - Buckaroo’s Solution
Subscription solution with follow-up on outstanding payments. - Result
Payment process tailored to customer behavior.
From one-size-fits-all to three subscription models
In the past, you would rent a movie from the video store to enjoy a Friday night in front of the TV. Today’s viewer is much more flexible — sometimes you just want to relax with a new episode in between. That’s why Videoland switched to a subscription model in 2015, allowing viewers to access films and series through a monthly plan.
Wilco Dona, Head of Consumer Products at RTL, believes that subscription services are the future. The streaming platform invites viewers to watch one episode of popular series like The Handmaid’s Tale or The Blacklist as a teaser. Insight into the most-watched series and films gives Videoland the opportunity to continuously offer fresh and engaging content.
The streaming platform also ensures that more of what viewers enjoy is being produced. In doing so, Videoland builds a genuine relationship with its customers. Over time, the subscription model has been adapted to fit the viewer. While Videoland originally started with a single price point — the ‘one-size-fits-all model’ — the platform transitioned last year to three subscription tiers. This allows subscribers to better tailor their plan to their individual needs.
Convenience is the foundation
During the first 14 days, you get access to a free trial subscription. After that, you can either cancel or choose to continue your subscription. If you decide to continue, you make a one-time €0.01 payment via iDEAL, PayPal, or credit card to verify the account holder. After that, the monthly fee is automatically debited from your account. "We notice that people who start with the lowest subscription tier tend to watch more and more once they discover everything Videoland offers. They often upgrade to a higher plan to disable ads."
Convenience is at the core of Videoland’s service. Changing or canceling a subscription can always be done in just a few clicks. You can switch at any time, and the new subscription will only take effect with the next billing cycle. It may sound paradoxical that Videoland makes canceling so easy, but for many customers, that’s actually a reason to stay. "They came for a specific series and watched it. They didn’t find new content right away, but when a new season comes out — like with The Handmaid’s Tale — they often come back."
Buckaroo: your ideal payment partner
Wilco emphasizes the importance of transparency. When you pay separately for every series, your usage adds up by the end of the month. "People get shocked by the total amount and wonder where it came from. No matter how clearly you present it, the negative emotion doesn’t go away. A different pricing model does help," he says. The choice for a subscription model makes Buckaroo a strong partner for Videoland. For the streaming service, several conditions apply when it comes to a good payment solution.
Videoland was looking for a reliable Payment Service Provider — one they could confidently entrust with customer payments. Secure payments were a must. Additionally, Videoland is constantly working to improve its products by listening to customer needs. Because Buckaroo has direct contact with Videoland, the PSP is able to act quickly and think proactively.
Buckaroo also supports Videoland in reminding customers who have missed a payment. Videoland sends these customers an email with a payment link as a reminder to complete the transaction. This gives Videoland the opportunity to experiment and use the results to improve its services. Buckaroo is able to support those needs. Wilco: "We have definitely found a great partner in Buckaroo for this."
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The popularity of revenue models based on recurring payments is quite understandable: subscribers provide recurring revenue and stable sales. Still, the question keeps circulating in the boardroom: how to implement this new business model in practice?
"We have definitely found a great partner in Buckaroo for this."
— Wilco Dona, Head of Consumer Products at RTL
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