Case Study: TV Spielfilm LIVE achieves 15% more paid users and 2x first-time conversions with Mixpanel

TV Spielfilm, used Mixpanel to get deep user insights that would help drive product growth and encourage more consumers to pay for a subscription

TV Spielfilm LIVE, a Hamburg-based TV streaming service and part of Hubert Burda Media, needed reliable cross-platform analytics to guide its launch of a digital subscription and drive product growth. With a lean team led by Business Intelligence Manager Carina Schwarzmueller, the company faced the challenge of understanding user behavior across web, mobile, and smart TV apps to increase conversions to paid plans.

Working with Mixpanel and consulting partner Finc3, TV Spielfilm LIVE unified user tracking and used funnel and Insights reports to prioritize the premium product and optimize content. They removed the free tier, reallocated resources to paid offerings, and expanded sports and news channels—changes that led to a 15% increase in paid users, a doubling of first-time subscriber conversion rates, and higher streams per user, while ongoing Signal analysis targets churn indicators.

TV Spielfilm LIVE

Carina Schwarzmueller

Business Intelligence Manager / Business Analyst