France TV Wins Gold in Engagement & Retention: 4 Strategies Around Major Sporting Events

Public broadcasting leader France TV streams programming on their suite of mobile apps to over 25 million monthly active users (MAUs). Their digital strategy aims to captivate and retain their audience around major sporting events on the world stage — think Paris 2024 Olympics and the Tour de France! Head of CRM Anaïs Flores sets out four key strategies they are implementing to achieve this goal. 

1. Stay Personal, Stay Connected With Digital Platforms 

France TV commands a 30% audience share in France and has a significant digital presence with five mobile apps. These apps offer on-demand video content and up-to-date information to a broad audience, complementing traditional viewing experiences with features such as live data, articles and videos. Personalization is a key focus, allowing users to tailor notifications to their interests so they can stay connected to events that matter to them.

2. Enhance Customer Experience During Major Events 

2024 is packed with significant events, including Roland Garros, the Tour de France and the Paris 2024 Olympics. France TV’s apps are geared to provide a seamless experience during these events Notifications ensure customers don’t miss key moments, and personalization options allow them to receive updates based on their preferences, from major news to detailed event coverage, keeping users engaged and informed throughout the events and beyond.

3. Prioritize Engagement Over Downloads

Historically, France TV measured mobile app success in download numbers, but they have shifted their focus to sustaining customer engagement. With only 8% of new app users opening the app on the 30th day after download, the goal, Flores says, is to enhance customer retention and improve activation rates by creating a connected journey. This requires organizational alignment to ensure a cohesive customer experience across all touchpoints. By leveraging first- and zero-party data, France TV aims to personalize content and notifications, ensuring customers find value in returning to the app regularly. Flores has found that building trust around data collection and usage is essential for maintaining customer engagement and fostering long-term relationships.

4. Align Product and Marketing Teams

A seamless customer experience requires collaboration between product teams and marketers. France TV is breaking down organizational silos — fostering creativity and opening new channels for user interaction — to ensure a unified approach to customer engagement. By working together, product teams and marketers can better understand user behavior and preferences and tailor content and features to meet their needs more effectively. This collaboration is crucial for nurturing the customer journey from initial brand awareness through to long-term engagement.

Major sporting events provide France TV critical opportunities to acquire, engage and retain mobile app customers. By leveraging an expanding digital ecosystem that enhances user experiences during and after events, France TV aims to maximize the value customers get from its apps and its programming. Personalization and respect for user data are at the heart of this strategy, ensuring customers feel valued and connected to their interests. With these strategies, France TV continues to improve its digital presence and maintain its position as a leader in French media.

If you found this valuable, schedule a free consultation today with our Strategic Services Team. Strat Services has worked with hundreds of brands to help maximize their app investments with proven strategies that get results.  There’s no better time to get your team on the same page so you can boost your growth and more quickly achieve your goals.