The PSA was loved by fans for posting lots of highlights and replays online, but this was diluting reasons to subscribe. After user research, we realized that people weren’t subscribing because they were getting similar content for free and SquashTV wasn’t seen as a resource for improving one’s game.
Grow the PSAs VOD platform, SquashTV. The PSA took a gamble by building its own VOD software that would livestream all the major tournaments. But despite an excellent platform, few people were paying to join. We wanted to know why.
We needed to create fun, non-game content, passionate brand positioning videos, and form a partnership with SquashSkills, the preeminent Squash tutorial destination. TLDR: We needed oohlala and oohrara.
Within 12 months, we increased subscribers to SquashTV by 28% and their Free STV Product by 40%.