Taking the step from Football to cross-media programming – but what do customers think?
FuboTV is an internet television service that focuses primarily on channels that distribute live sports. In addition, they stream news, network television series and movies. Launched in January 2015 as a soccer streaming service, FuboTV pivoted to an all-sports service in 2017 and then to a virtual multi-channel video programming distributor.
Today there are many competitors in the streaming media business, and we wanted to see if customer feedback could shed light on Fubo’s strategies and approach. So we took 956 reviews on FuboTV from Trustpilot, and ran them through Gavagai Explorer to see what we could learn. Some things we learned really surprised us!
Here are 3 things we found out!
The topic “trial” has a low grade of 1,53 / 5. Some of the occurring topics in relation are “cancelled” and “charged”. Upon further studies, we noticed customers have been “charged” during or after their free trial, due to apparent misinformation or confusing trial period regulations.
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The topic “cancelled” occurs in 29% of the texts and frequently occurs along with the topics “charged” (in 41% of the cases) and “trial” (in 33% of the cases). This may indicate that people are still being charged after having cancelled the subscription or trial within the time frame.
One of the positive drivers in this analysis is the topic “channels”. The topic indicates customers being satisfied with the range of channels available and the positive sentiment around the topic took a turn for the better in 2018.
What can we tell from this?
The overall average grade for this project is 2,13. This number is worryingly low but does not necessarily have to mean that the services provided are bad. Some of the higher rated topics in this project are “quality” and “channels” and in a sense is what a customer expects when subscribing to a streaming service. The upturn in 2018 seems to indicate that FuboTV was expanding their selection in 2018, which clearly had a positive impact. Even so, it’s important to keep up to date on factors that might cause customers to look elsewhere, especially with other players vying for market share.
A follow up study on the negative drivers might help the company keep and increase the number of subscribers. And, in many cases where there are many competitors, it’s the little services which enhance convenience, simplicity and builds trust, that helps companies rise above the competition. An investigation on the cancellation of trials might unearth som opportunities for improvements.
Want to try this kind of analysis on your own data?
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Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.