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Empowering rapid international expansion

How eSuite helped boost hayu’s global growth

Client: hayu (part of NBCUniversal)
Solution: eSuite
Industry: Subscription Video on Demand (SVOD)
Challenges: International expansion, subscriber retention, payment integration

Results delivered​

Accelerated international expansion, reaching 27 territories in a short span

Reduced CPA through targeted and flexible acquisition strategies

Boosted revenue and reduced involuntary churn

Intelligent payment retry technology reduced payment attempts and increased success rates

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Leveraged data insights to optimize subscriber acquisition and retention strategies

Able to easily launch and experiment with new products, promotions and payment integrations

In their own words​

Without Aptitude Subscription Management, we were bound by bespoke development for every promotion, every payment integration, etc. That would have slowed us down and added costs. One of the benefits of Aptitude’s Subscription Management is that it certainly does what it says on the tin. You can trust in the product. It delivers and has really become a core part of our technical infrastructure.”

Hendrik McDermott

Managing Director, hayu


hayu, a subscription video on demand (SVOD) service specializing in unscripted entertainment, embarked on a journey of rapid international expansion. 

While the initial subscription model drove early growth in the UK, Ireland, and Australia, hayu faced challenges associated with scaling its services globally. These challenges included reducing the cost of customer acquisition (CPA), minimizing involuntary churn and adapting to diverse market dynamics, payment methods and subscription models across different territories.


To overcome these challenges and accelerate its international expansion, hayu selected eSuite, Aptitude’s Subscription Management solution. 

eSuite enabled hayu to streamline its subscription management operations, enhance subscriber retention strategies and seamlessly integrate with various payment methods and distribution partners. Now hayu has the flexibility and agility needed to support their three-pronged subscription model, including direct-to-consumer, off-platform and B2B bundled propositions.

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