Offer a family plan with up to 5 profiles that covers every app

David BarnardYou have this big scaled app, you're going to bombard it with pushing people to get the other app, but it sounds like you take a much more subtle approach of like, "Hey, you're learning piano. Do you also want to sing?" And then, "Hey, if you have a family, you can learn all the things." So, how do you present that to the user in an effective way?

Yoav SharonI think what leads us is not the growth aspect, but rather their usage and retention. And at the beginning, Simply Piano, we had only a single user, single profile. And we learned exactly to your point, these are our households. Many people using sometimes several are using Simply Piano, sometimes several are using several apps. So, we introduced the family plan and the family plan gave flexibility for different members of the family. Later on, it became multi-profile with up to five profiles and multi-app. So, you have an offering that allows for this flexibility.

Yoav SharonAnd what we saw that when you look, of course, on a cohort usage, you see that at any given cohort, the segment that has the strongest retention by far are those that have multi-app, multi-profile accounts. Because like you said, you're now very busy with hosting and podcasts and stuff. So, by your daughter, she's just went to summer vacation. She has time to start drawing and your spouse is now, she wants during the weekend to learn to pay the gap. So, at any point in time, one person at the family will engage with the app and enjoy this family plan, multi-app, multi-professional. Yeah.

Jacob EitingIt really fits the narrative you're saying just about the adjacencies in the household. I mean, I think about our Spotify family account subscription is like nobody's churning. You know what I mean? Yeah. I mean, it's just because everybody gets one and we want our profiles to be separate and we pay and then we'll pay forever because it'll never be a line that everybody wants to cancel at the same time, right?