Presentation: A/B Testing Is Dead. Long Live A-Z Testing: Reinventing Subscriber Growth

Session details:

As streaming platforms shift toward smarter, more personalized growth strategies, Philo and Claritas explore a new approach to aligning content, audience, and messaging to drive trial subscriptions and engagement. This session highlights how Philo is integrating AI into its subscriber workflow for the first time and moving beyond traditional A/B testing to a more dynamic A–Z experimentation model, optimizing across the full subscriber journey. Learn how to connect data, creative, and channel strategy into a continuous optimization loop that improves performance, reduces waste, and accelerates subscriber growth. 

Key takeaways: 

• Evolve beyond A/B testing to an A–Z framework for continuous optimization  
• Apply AI within the subscriber journey in practical, scalable ways  
• Better align content, audience, and messaging to drive trial starts  
• Build a connected growth engine across data, creative, and media  
• Focus measurement on true subscriber impact, not just surface metrics