Today’s guest op-ed is from Miheer Walavalkar, co-founder and CEO of audience engagement platform LiveLike.
From the new broadcast TV season to nonstop presidential election coverage, MLB and WNBA Playoffs (and thousands and thousands of hours of series and movies available on demand), there has not been a shortage of content to watch this fall. Investments in entertainment and news programming, not to mention sports rights, have certainly been made, but solving how to keep audiences truly and consistently engaged is the next challenge for the streaming era. 
A New Approach
The entertainment industry is at a crossroads. With an influx of content options and a competitive market vying for attention, engaging fans requires more than just broadcasting games or live events or building a library of TV series and movies with the hope that people will keep coming back for more.

You’d think that entertainment companies would be leading the charge in rewarding and incentivizing audience behavior that most benefits their business and can be monetized—i.e., to increase engagement, decrease churn, and keep fans on their platforms in between seasons or big tentpole events. Yet despite their passionate fan bases, Hollywood and even sports have lagged far behind other industries, including credit card companies, restaurants and airlines, which all offer deals, perks, cash back plans and other incentives.

This is quite ironic. Log into your credit card or hotel rewards account, and you’ll see the opportunity to cash in points for special sports or entertainment experiences. Yet to make these available, these companies must form partnerships that allow them to reach beyond their core offerings—and sports and media companies inherently have access to these perks! Every MLB team, for example, can provide experiences around 81 games per season. At the same time, a streaming platform can easily invite loyal fans to movie premieres and dedicated watch parties with minimal friction (and the ability to consolidate customer data in one single place, enabling even richer rewards options).
With more competition for attention than ever and the desire to not only keep that attention year-round but also increase time spent on owned-and-operated platforms (especially those that are increasingly ad-supported), it is essential to understand how increasing engagement can increase one’s chances of success. 
Understanding Core Audience Behaviors
Each company—whether a streaming entertainment brand or sports organization—should start by recognizing the core behaviors that can be incentivized. For example, through our work consulting for several sports leagues, teams and broadcasters, LiveLike has identified five core behaviors for sports fans: watching (Live and VOD), attending events/purchasing tickets, commerce (buying merchandise), engaging (through fantasy sports, betting, trivia, etc.) and social interactions. The way fans engage varies based on factors including geography—local fans may be more inclined to buy tickets, while fans in different regions might engage more through social media platforms—or whether a fan is casual or hardcore.

Understanding these differences is where gamifying user journeys comes into play. With a hardcore fan who frequently attends games and shows extensive engagement across multiple platforms, rewards like limited edition tickets and seat upgrades, early access to content, or VIP packages offering exclusive interactions with their idols would likely be the most effective incentives. However, incentives for a casual fan should emphasize convenience, such as discounted tickets or merch, easy access to highlights and recaps, and opportunities to win prizes through simple contests or sweepstakes.
Matching Rewards to Your Particular KPIs
In the complex streaming entertainment ecosystem, a blanket loyalty program simply won’t suffice. Each company must start with a clear understanding of its business goals and customer needs. Whether it’s a local team, a national broadcaster, or a streaming service, each entity must tailor its strategy accordingly. For instance, in sports, a team may want to incentivize local fans differently than how a broadcaster targets a national audience.
Instead of working backward and starting with features you’d like to integrate into your platform, it’s imperative to start by determining a strategy that marries what matters most to your business and your customers. What is your business model? What are your KPIs?  How do these tie into your unique flywheel and the overall user journey on your platform? Once you answer these questions, you can determine the best ways to engage your audiences and build the right functionality and features.  
A giant, established streamer like Netflix might be less concerned about churn as it is about increasing time spent on the platform to reach more eyeballs and show value for its ad-supported tier. It is also investing increasingly in sports and live events, from wrestling and comedy to hot dog eating contests.  The focus on ad-supported streaming and live programming means a loyalty program should incentivize viewers to stay inside the Netflix ecosystem and engage in real time. Social features matter more—encouraging people to watch with a friend, play with friends and invite a friend are particularly effective.  In entertainment and sports alike, if friends are there, fans are less likely to leave.
For other streamers, extending subscriptions and reducing churn is paramount. Gamification can play a significant role by encouraging users to engage with content and community features or even offering incentives for those who sign on to annual vs. monthly subscriptions.  
It’s also important to note the differences in the user journey while watching live vs. on-demand programming. Features that encourage people to come to a platform, even when there is no live content or no new episodes of their favorite series, are powerful, making your platform a place to talk about the IP—not only watch the IP. (Imagine MAX equipped with a Reddit-style functionality that allows people to come and talk about a CNN debate or town hall, thus extending engagement well beyond a live broadcast.) The more engaged fans are, the less likely they are to leave.
Gamification: The Bridge to Deeper Engagement
Gamification isn’t just a buzzword; it’s a powerful tool that can transform how fans interact with their favorite sports and media. Organizations can drive participation and loyalty by integrating game-like elements such as points, badges and leaderboards into fan experiences. This can include fans earning points for attending an NBA game or live SNL episode, sharing content on social media, or completing interactive quizzes. These points could be redeemed for exclusive merchandise, VIP/behind-the-scenes access or discounts.
Conclusion
In today’s rapidly evolving media landscape, understanding and incentivizing audience behavior is key to sustained engagement. The traditional model of passive consumption is giving way to a more interactive, dynamic experience. By gamifying user journeys and integrating reward systems, we can create a win-win scenario for fans, brands, and streamers alike—without falling into the trap of one-size-fits-all loyalty platforms.
The integration of rewards into streaming is not just an innovative idea; it’s a necessary evolution. By embracing gamified user journeys, organizations can unlock new levels of fan engagement that benefit everyone involved. As we look to the future, let’s prioritize creating environments where fans feel incentivized to participate, celebrate and support the programming they love. By understanding core behaviors and tailoring incentives accordingly, we can ensure that the future is dynamic and engaging, impacting business objectives while serving passionate audiences in innovative ways.