“Once we built programs we saw a huge improvement in our numbers people that joined programs were watching two times as many videos as people that weren't enrolled in the programs our month retention went up it about doubled after for people that joined programs.”

Goal-Based Programs Beat a Content Library — 2x Watch Time, Doubled Monthly Retention

Users who landed in a free content library had decision paralysis and lower engagement. Zumba swapped to goal-based programs: users declare a goal (weight loss, stress relief, fun) and receive a curated progression. The result was 2x video consumption and roughly doubled monthly retention for program participants — the guided experience beat the library every time.