Situation

National Theatre (NT), a world-leading arts organisation in the UK, successfully launched a brand new online streaming platform, National Theatre at Home (NTAH), during the Covid-19 pandemic.

Having experienced faster-than-expected growth, NTAH’s subscription growth had plateaued and was showing signs of decline. The NT team asked FT Strategies to support NT at Home in co-developing a roadmap towards a sustainable subscription model and practical advice on reducing subscriber churn.

A year on, the National Theatre at Home platform has seen a 29% growth in its total number of subscribers.

Results

 

  • The implementation roadmap developed has been used to launch 10 recommended initiatives. These initiatives, launched as experiments, have already yielded results:

    • A new online “save me” journey has reduced cancellations by 10%
    • Conversion of existing subscribers from monthly to annual has increased by around 4%
    • A/B testing has been done with multiple subscription prompts to grow the conversion rate.
  • The NTAH team has secured investment from the NT Digital Board to help grow the business in the medium and long term.

"I feel energised and excited about taking on the next phase of development for NTAH and that is purely down to the way in which you’ve steered the project and given us some clear tangible outcomes."

Emma Keith Director of Digital, National Theatre