RE:From the devil's mouth Another good one, albeit a bit late to make a difference. I know the number of active users VS total users has been the topic of many discussions here over the past few years. I'm sure a lot of people might have wanted to remove what little money they had left in there, had they seen those numbers earlier.
That document contains SIO's rental objectives as of October 2015, convering June '15 to May '16. I'm assuming all the data prior to October is actual. Not sure if October itself is actual or the objective. although judging by the sudden spike in users and drop in lost users, it might be the latter.
Here's a quick translation:
First, the last sheet, which explains SIO's terminology (useful to decipher the data):
ACTIVE USER: Users who have made at least 1 purchase over the last 12 months.
NEW USER: Users who have made at least 1 purchase within the first 4 months following their registration.
ACTIVATED USER: Users who have made at least 1 purchase following the first 4 months after their registration.
LOST USER: Users who have made no purchases over the last 12 months
REACTIVATED USER: Previously lost users who have made a purchase over the last 12 months.
Now, here's the key to decipher the data sheets:
Blue section is RECRUITMENT - New (New users), Activations (Activated users), Total.
Red section is RETENTION - Erosion (Lost users), Reactivations (Reactivated users), Total
Green section is ACTIVE USERS - Active users at start of month, variation, active users at end of month.
First dark blue section is RENTAL RATE - First month, 11 following months, total rental rate.
Second dark blue section is RENTALS - New users, existing users, total rentals.
Bottom section is an estimate of cost and revenue - Average price per rental, monthly rental revenue, quarterly rental revenue, royalties to studios, SIO gross income (that is, gross revenue after paying the royalties - but before paying Neulion, Deluxe, rent, salaries, operating expenses, etc.)
Some highlights include the actual Panasonic numbers (catastrophic!), the LG numbers (slow adoption - as of September '15 they only had half of Vizio's active users), the Samsung numbers (less than 200 users at launch), and of course SIO's pathetic definition of "active" (1 rental per year!!?) and overly unrealistic objectives (compare May '16's objective to June '15's actual data - that's more than tenfold.) I'm sure many here wish they could have seen this back when it was still time to get their money out of there...