How to handle customer communication when switching OTT service providers

For any streaming service, switching OTT providers is a sizable project. While your teams focus on data migration and user acceptance testing, it’s easy to overlook one important piece of the puzzle: customer communication.

A thoughtful OTT migration strategy doesn’t just cover technology, but also considers how to keep users informed and engaged throughout the process.
‍

Why communication is key in an OTT migration

For viewers, even small changes in login processes, content access, or app design can feel significant. Without clear communication, those changes risk causing frustration. But - by building customer messaging into your migration goals and timeline, you can reduce friction, maintain trust, and even generate excitement. 

Done right, it transforms service migration from a potential pain point into a chance to showcase improvements.
‍

How to handle password resets during migration

A potential stumbling block in an OTT platform migration is account access. If switching CRMs, a password reset may be required - and if not carefully managed, the experience can frustrate customers and support teams. 

Here’s how to prepare:

• Let users know in advance if a password reset will be required.
• Provide simple, step-by-step instructions written in plain language.
• Keep users updated on launch timelines to set expectations. 
• Expect a temporary surge in support requests and equip your teams with instructions.

Proactive communication here not only reduces friction but reassures users that you’ve anticipated their needs.
‍

Turn switching services into an exciting event 

Migrating to a new provider is also a chance to highlight improvements and build momentum. 

When planning your OTT migration strategy, focus on framing your messaging around value for the end user:

• Share benefits, such as new features, better performance, or a refreshed design. 
• Remind viewers that they’ll continue to enjoy their favorite content without losing their preferences. 
• Position the migration as part of your service’s evolution, explaining how it will set the stage for ongoing improvements and new features.
  

By connecting the migration to benefits, you transform what could be seen as an inconvenience into an upgrade.
‍

Strengthen customer support during migration

Even with strong messaging, customers will still have questions, and supporting them through this period is important. 

Consider adding the following to your migration goals:

• Create a dedicated support channel for migration-related queries.
• Offer a detailed FAQ that anticipates common concerns and gives clear answers.
• Provide users with video tutorials, step-by-step walkthroughs, and troubleshooting guides.
• Keep customers informed with ongoing updates, even if it’s just to confirm that the migration remains on track.

Want to learn more about the steps involved when switching OTT platform providers? Download our free guide: