As an over-the-top (OTT) streaming provider, Sling TV operates in an exciting and dynamic industry. It is also one of the most competitive, with new providers entering the market and customers becoming increasingly selective about which streaming services they are willing to pay for.
In my role as Vice President of Digital Marketing for Sling TV, I know that a willingness to disrupt the market and transform the way we create, deliver and personalise experiences for our customers sets our business apart. Powered by an integrated suite of Adobe Experience Cloud solutions, Sling TV has grown and strengthened our customer base with unique shopping experiences on the digital channels that matter to them — including our website and popular streaming platforms.
Adobe Real-Time CDP, Target, Experience Manager and Commerce sit at the core of our transformation. The ability to deliver precise targeting and personalised experiences and offers has helped us to attract new, high-quality subscribers in previously underserved segments. In working with Adobe, we have also reduced our time to market for new content, campaigns and website experiences from over a month to a single week.
At Sling TV, challenging the status quo is in our DNA and I feel privileged to help lead our company’s ambitious data transformation projects. That would be validation enough, but we were also honoured to win in “The Disruptor” category at this year’s Adobe Experience Maker Awards for reimagining the shopping experience for our customers and driving growth for our organisation.
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From siloed data to real-time personalisation.
The team set out with the goal of improving conversion rates for Sling TV’s digital marketing efforts and reversing churn by targeting the right audiences, at the right time, with the right content. As a direct-to-consumer (DTC) business, we drive most of our sales through the web, Smart TVs and streaming devices. But before working with Adobe, a fragmented view of customer interactions made it difficult for us to deliver cohesive experiences across these channels — much less ones that met the expectations of our digital-first audience.
That all changed with the implementation of Adobe Experience Cloud. By integrating Adobe Analytics, Commerce, Real-Time CDP, Experience Manager and Target, we combined online and off-line data sources into a single profile for every Sling TV customer, solving our fragmentation problem and empowering our marketers to deliver experiences that resonate with our more than 2 million customers across every touchpoint.
More recently, Sling TV participated in beta testing for AI Assistant in Adobe Experience Platform. It allowed us to build precise audience segments based on predictive customer analytics, which promised to make our personalisation strategies more effective than ever.
Highlights, learnings and future ambitions.
Taking a real-time approach to data and personalisation has revolutionised our business. From simple targeting to advanced personalisation tactics, Adobe’s solutions have helped Sling TV connect with existing customers and attract new subscribers at a critical moment for our organisation. There have been many highlights throughout our journey, but here are a few that stand out for me and our team:
- Increased conversions with express checkouts. By reducing the number of steps involved in our checkout process and simplifying the user experience with pre-selected packages, we shortened our purchase journey by 33%. This streamlined process was a hit with customers, helping us to increase basket conversions by 30%.
- Boosting engagement with tailored homepage experiences. Using Adobe Real-Time CDP and Target, we tailored the Sling TV homepage experience for returning visitors with personalised banners and offers based on their previous interactions with our website. By re-engaging customers who had previously abandoned their purchasing journey, we saw an increase in account activations.
- Attracting high-quality subscribers with personalisation. We dynamically adapted our offers sitewide based on each customer’s profile and strategic third-party data sources. This ensures that high-quality subscribers are greeted with relevant offers from their very first interaction with Sling TV, leading to a 22% jump in website conversions.
- Increasing basket retention with customised branding. Sports fans are some of Sling TV’s most passionate customers. By making their basket experience more engaging with sports-related branding, we made their purchasing journey feel more personal, which helped us to boost basket retention by 4%.
Reflecting on these accomplishments, I attribute Sling TV’s success to three factors. First, Adobe’s solutions helped us to get more personal with our data and create truly impactful experiences that drive sales and revenue.
Second, we didn’t set out to find a quick fix for our data transformation. To personalise our customer experience across channels, we needed a global view of each customer. That meant replacing our siloed systems with an integrated suite of solutions that would centralise our data and decision-making to best serve today’s digital-first customers.
Finally, we knew that to disrupt our business in a meaningful way, we needed to foster open communication and collaboration between our internal teams. That’s why Sling TV’s marketers worked together with our technology and operations teams and our Adobe partners throughout our transformation to collectively reimagine the way we work and position our business for future success.
Visit the 2025 Adobe Experience Maker Awards site to read more about how Sling TV disrupted the streaming TV market.
For an even deeper dive into Sling TV’s data transformation, check out our session from Adobe Summit 2025.
As Vice President of Digital Acquisition Marketing at EchoStar, Jay Suh spearheads growth for Sling TV and DISH TV by using innovative digital campaigns, advanced technology platforms and data-driven media strategies. He has a proven track record of building high-performing teams and leading transformative initiatives in areas like in-house media attribution, media mix modelling and advanced audience segmentation. His prior leadership roles at Barclays, Comcast and American Express underscore his expertise in driving customer acquisition, optimising digital experiences and fostering strong cross-functional collaboration.
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