The 2010 film “The Social Network” is known for being highly quotable. That’s not uncommon when “West Wing” creator Aaron Sorkin is in charge of dialogue.
One particularly memorable exchange from “Network” comes when Sean Parker (played by Justin Timberlake) initially attempts to lure the young Facebook founders. “A million dollars isn’t cool,” he says. “You know what’s cool? A *billion* dollars.”
In a monetary sense, there’s no question that most people would aspire to a billion over a million. But let’s not dismiss the million mark. When it comes to subscribers, the million mark is incredibly impressive. Sure, a billion would be more impressive, but it’s nearly impossible to attain. When was the last time a billion people agreed on anything?
All of that said, the team at Contour, a streaming service available to Cox internet subscribers, should be thrilled. On October 3, the reached their one millionth subscriber.
What is Contour?
Despite reaching a million subscribers, there is still a large segment of the population that is unaware of what Contour even is.
Contour launched in the fall of 2013. Since then, it has grown at an impressive rate, but saw its biggest growth spurts starting in 2015, when they made the decision to use Comcast’s cloud-based X1 platform. According to Cox, Contour is in fact the fastest growing product in the company’s overall history.
It’s not a surprise when you consider Contour’s value. Just ask any Cox internet subscriber. Contour is slowly becoming the standard for digital television, thanks to its user-friendly/intuitive platform and innovative voice-controlled remote.
What This Means for Cox
As you can imagine, the team at Cox internet are currently in celebratory mode. The team even hung banners in the office to mark the occasion. And it’s not just them celebrating, but Contour customers as well. The millionth subscriber won an all-expenses paid trip to Disneyland *and* a year of free internet and video services.
With the rise of Contour, Cox is seeing some of its greatest returns in company history, to the point that it wouldn’t be at all surprising to see Contour become of one the company’s biggest selling points going forward. According to National Cable & Telecommunications Association, Cox has approximately 4 million video subscribers. That means Contour is eating up nearly a quarter of their overall market share; quite impressive for a burgeoning product.
And when it comes to growth, an oft-overlooked concern is customer retention. You can gather all of the subscribers you want, but if all of them lose interest in the product immediately, that growth is pretty much meaningless.
Thankfully for the Contour team, they’re enjoying a healthy customer retention experience. According to stats provided by Cox internet, 75% percent of subscribers use the voice remote at least once a week. That’s a remarkably high figure, but not even as high as the 80% of subscribers who use the video on-demand feature at least once a month.
More important than even those stellar statistics, the Net Promoter Score–a measurement of how willing current customers are willing to recommend the product to others–is a whopping 200% higher for Contour than for previous iterations.
What’s Next for Contour?
So the team behind Contour has plenty of reason to be excited today. But what about tomorrow? Can Contour keep this kind of trajectory going?
As always, it’s hard to predict the future when it comes to products in the tech realm. Ten years ago, who would have thought the iPod would be practically extinct by now?
That said, Cox internet seems to be aware they have a real winner in Contour. Cox Executive Vice President Kevin Hart effusively heralded the success of Contour in an interview with Multichannel News. “We just hit one million customers on our Contour 2 platform, so that’s a big milestone for us,” he said. “The NPS is up, customer satisfaction is up, and call-in rates and truck-roll rates are down below our expectations.”
In that same interview, Hart hinted at potential directions for Contour. For example, he cited the need for a cloud-based DVR system. Along with that, Contour may integrate more over-the-top content, Sling TV specifically. Contour 1 already has integrated services like YouTube and Netflix.
It’s hard to determine where Cox will go to with Contour next. As always, technology is rapidly evolving. But right now, the communications brand seemingly could not be happier with the trajectory of the Contour. The question isn’t whether or not the Contour has a place to say in the near future; the question is whether or not it becomes a cornerstone service for Cox internet.