10:30 AM CDMX/11:30 BOGOTÁ · 1:30 PM BUENOS AIRES/ SAO PAULO · 5.30 PM MADRID

This Norwegian group found the pandemic useful in re-evaluating its content and subscription strategy. During the first weeks of the pandemic they experienced, like everyone else in the industry, an upswing, but after weeks of 24/7 coverage on the pandemic, the subscriber fatigue began to take a toll on their subscriber base. The previous year they ended with very promising figures due to the fact that they had started to target two specific demographic groups such as young people and women, with great success. Their passion to unravel what is behind each story and why some stories convert better than others, has helped them to better understand what makes the content relevant to their target audience: better representation of women and younger people in the stories seems to have a direct correlation with the increase in subscriptions among those same demographic groups.