Blog post
The Paywall Experiment Velocity Gap: Blame the Release Cycle
Most subscription teams know what to test. The bottleneck is the release window. Here's how A/B testing paywalls without an app release changes the math.
Nami for Streaming & OTT
The subscription platform for streaming services on every screen.
Streaming and OTT teams use Nami to design, test, and optimize the full subscriber journey across CTV, web, and mobile from one no-code dashboard. Landing pages, paywalls, and onboarding flows, all in one place. No engineering tickets per device. No two-year CTV gap.
Every screen, one dashboard
Built for the way streaming subscribers actually watch.
Thirteen platforms across CTV, mobile, and web — managed alongside each other, not bolted on after.
The problem
The streaming experience layer is fragmented by design.
Streaming viewers don't pick one device. They start a series on Apple TV, finish it on the train, sign up for the upgrade tier on the web, and return to Roku for the next episode. They expect every step to feel coherent. The teams behind streaming services know this, and most of them are quietly losing the experience layer to the surface they support last.
For most streaming and OTT teams, whether SVOD, AVOD, or hybrid, the experience layer is split across tools, devices, and quarterly release cycles. Mobile gets the new paywall first because the iOS team has bandwidth. CTV waits a quarter, sometimes two, because every Roku and Fire TV update is a co-ordinated platform release. By the time a paywall change reaches Apple TV, the experiment that justified it on mobile is six months old. The growth team can't run cross-device tests, so they stop trying. The VP of Product files another ticket and waits.
Picture a winter promotional campaign. The landing page goes live on the marketing site within hours. The mobile paywall update lands two weeks later, behind a sprint. The CTV variants on Apple TV, Roku, Fire TV, Samsung Tizen, LG webOS, and Vizio wait for the next platform release window. The campaign runs at full strength on mobile for three weeks, never reaches every screen, and then it's done. Marketing reports a number that everyone knows isn't the real number.
This is the experience layer. It's the set of moments where streaming subscribers decide to convert, stay, or leave, and for most teams, it's the part of the funnel nobody owns end to end. Subscription orchestration is the practice of designing, testing, and optimizing the complete subscriber journey from first impression to first payment and beyond, across every platform, from a single system, without code. That's the gap streaming teams need to close.
See how subscription orchestration works How Nami solves it
The full subscriber experience layer, on every streaming screen.
Five things streaming teams using Nami stop waiting on engineering for.
Design subscriber experiences for every streaming surface, without engineering
Product and marketing teams build landing pages, paywalls, and upgrade screens in a visual editor and publish them across iOS, Android, Apple TV, Roku, Fire TV, LG, Samsung, Vizio, Xbox, Google TV, Chrome, Safari, and Edge. No SDK rewrites per device. No app store releases for every copy change. Average launch time: 15 minutes.
Connect landing pages, paywalls, and onboarding into one journey
Most streaming stacks treat the landing page, the paywall, and the onboarding screens as three different products owned by three different teams. Nami's no-code flow builder connects them into one continuous subscriber journey, with branching logic that adapts to platform, region, and viewer intent. A subscriber who lands from a CTV ad and signs up on Apple TV moves through a different sequence than one who clicks through email on the web. You design both in the same canvas.
Test on CTV the way you already test on mobile
CTV is the hardest surface to experiment on, which is why most teams don't. Nami's experimentation engine runs A/B and multivariate tests on pages, flows, pricing, and messaging across every CTV platform alongside web and mobile, with configurable traffic splits and subscription-aware results so the team can read every test honestly. Streaming customers run 750+ experiments per client per month across the full surface area.
Coordinate campaigns across every device a viewer touches
A promotional moment on a streaming service has to land everywhere a viewer might open the app, or it doesn't really land. Nami's campaign coordination groups pages, flows, offers, and audience targeting into a single initiative, scheduled once and delivered consistently across CTV, web, and mobile. Audience definitions, including CDP cohorts, control who sees what, by platform, region, and lifecycle stage.
See what's actually driving streaming conversion
Subscription-aware analytics tie creative decisions back to revenue outcomes: which paywall variant is converting, which onboarding flow is retaining, which device is leaking. Filter by Product SKU, Platform, Country, Campaign, Placement, and Page. The result is a contextual view of the funnel that general product analytics tools can't produce on their own, and that streaming teams can act on the same week.
What streaming teams see
A 12% average conversion lift across customer deployments. 750+ experiments run per client per month. 13 platforms from one dashboard. 23M+ subscribers served across our customer base. Up to 99.99% uptime. SOC 2, GDPR, and CCPA compliant. The proof points stack because Nami is an OTT subscription management platform designed for streaming-scale operations from day one, not retrofitted from a mobile-only paywall tool.
Integrations
Your stack stays.
Your stack stays.
Nami fits in.
Nami works alongside your existing billing, analytics, and engagement tools.
Plus CDP, ESP, app store, and CTV partners.
See all integrations
Streaming & OTT FAQ
What streaming and OTT teams ask before the first call.
What is subscription orchestration for a streaming service?
Subscription orchestration is the practice of designing, testing, and optimizing the complete subscriber journey, from first impression to first payment and beyond, across every platform, from a single system, without code. For a streaming service, that means the landing page on the web, the paywall on Apple TV, the onboarding flow on iOS, and the upgrade screen on Roku are all designed, tested, and measured together. It's the experience layer made operational.
Does Nami work with our existing billing platform?
Yes. Nami integrates with Stripe, Recurly, Roku Pay, and the Apple App Store and Google Play Store directly, and most streaming customers keep their existing billing infrastructure when they bring on Nami. Nami isn't a billing replacement. It's the experience layer above your billing stack, owning the screens and flows your subscribers actually see.
How does Nami support our CTV apps?
Native support for Apple TV, Roku, Fire TV, LG, Samsung, Vizio, Xbox, and Google TV, with the same visual editor, the same flow builder, the same experimentation engine, and the same analytics you use for mobile and web. Most subscription tools treat CTV as out of scope or a future feature. Nami treats it as a peer surface. If you want to go deeper on CTV specifically, see Nami for Connected TV.
Can we run experiments across mobile and CTV at the same time?
Yes, and most streaming customers do. Nami's experimentation engine runs A/B and multivariate tests across CTV, web, and mobile simultaneously, with configurable traffic allocation across variants and subscription-aware results. Cross-platform tests give streaming teams an honest read on what's working across surfaces, instead of optimizing one device while the rest of the funnel goes untested.
Streaming and OTT teams are shipping the full subscriber experience without filing engineering tickets. Yours can too.
Bring every streaming surface — CTV, web, and mobile — into one experience layer, designed and tested together.