Good afternoon, ladies and gentlemen. Welcome to CLIQ Digital's 2023, Q3 , first nine months results presentation. My name is Sebastian McCoskrie, and I'm CLIQ's Head of IR. I have the pleasure of hosting today's earnings call, and later on, I will be reading out the questions you have kindly sent in via email. Please note the disclaimer shown and that this call is being recorded. The visual, audio, and/or transcription of this call may be published, including any of the data arising therefrom. If you have any objection, please disconnect at this time. After the presentation, we will answer questions sent in by email. I will now hand over to Luc Voncken, who will lead you through this webcast.
Thank you, Sebastian, and good afternoon, everyone, and thank you for joining today's earnings call. I'm Luc Voncken, the CEO of CLIQ Digital AG. Today, I will present our most recent operational highlights, and then Ben will walk you through our financial results. Afterwards, we will be answering all your questions. Ladies and gentlemen, the geopolitical situation, as well as the current economic environment, weigh heavily on consumer sentiment and spending. Especially against this difficult backdrop, I'm very pleased to present here our impressive results and the key highlights, which just go to show how attractive, resilient, and scalable our business model is. We market our numerous streaming services predominantly on three continents, and we were able to grow our group sales in the first nine months of 2023 by 25% to EUR 242 million.
We have never had higher sales in the first three quarters before, and what makes CLIQ very difficult is that those sales are highly profitable. In the first nine months this year, we generated EUR 39 million in EBITDA at the same 25% growth rate. That resulted in a very healthy 16% margin. But we are not only profitable, we also generate a significant amount of cash. Our nine million operating free cash flow came in higher at EUR 15 million, ensuring that we could comfortably remain debt-free. Bottom line, we achieved another record-breaking net profit in the first nine months of twenty-five million euros, which resulted into a 16% higher EPS of EUR 3.82.
As you can see, we are well on track to continue our multi-year growth story and are currently busy with all our initiatives to close the Q4 on a high note, as well as making new plans for 2024 and the years to come. Ladies and gentlemen, let's now dive into our operational highlights. Before I start, I believe it's always very valuable and often quite necessary to repeat and emphasize our group's positioning, just so that we are all on the same page. Ladies and gentlemen, CLIQ is not a streaming provider in the classical sense. We are not another Netflix or Spotify or Viaplay. Very flattering, but not true. We don't navigate and focus our business on member and churn numbers.
At CLIQ, we navigate and focus on customer acquisition and conversions, and doing so very profitably and very early in our customers' or members' life cycle. We are first and foremost marketers, global performance marketers, to be precise. We spark the interest of consumers around the world with our marketing, our ads, and the consumer's response is immediate. If it's positive, we have signed up a new member. If it's not positive, we've got to work harder. In other words, our focus is always on converting eyeballs into paid and profitable memberships. We grew up by marketing products with a typically short shelf life, like a ringtone or a joke of the day, so we are very much used to operating in a high-churn environment. Also, subscribers who binge and burn or share their passwords don't discourage us in the least.
On the contrary, our products cater very well to such casual consumers, their mindsets, and consumption behavior. Our marketing today is purely online, and our objective is to extend our outreach. We want to always reach more potential members in the mass market with our affordable streaming products. And what makes our products attractive? The products we market are digital, namely numerous streaming entertainment services in over 40 countries worldwide. Our USP is twofold: convenience and choice. We offer predominantly one membership with one login and one monthly payment for five different content categories, a true one-stop shop. And as you probably know, we do this very successfully and, above all, very profitably. In the first nine months of 2023, we made further inroads marketing our numerous streaming services, our cornerstone product line that is the cash cow and the better driver of the group.
The lion's share of our marketing is done via Google Display, but we have recently extended our outreach by incorporating search engine advertising, specifically keyword buying, into our online sales mix. This new way of growing opens up exciting avenues to reach potential customers who are actively searching for the content we offer or can direct them to... What is very gratifying to see is that our newly acquired members came in with a higher lifetime value. This resulted in a higher sales contribution in the first nine months of 2023, also on the back of higher quality and more diverse content. For example, the inclusion of karaoke in the music vertical has been a major draw, offering a great communal and immersive experience for our members. Consequently, bundled content sales grew by 37% in the first nine months.
This growth is a testament to the hard work and dedication of our team. We have just not kept pace with the ever-evolving market, but have surged ahead. Looking to the near future, we are currently expanding our reach by preparing new market entries into Asia and the Middle East, which should go live by the end of this year. This latest international expansion follows our successful Latin American market entry last Q3, and is a true testament to our vision of making bundled content accessible to a global audience. Additionally, I'm thrilled to announce that we have secured approval to promote bundled content sales in France with all major mobile carriers. All in all, this growth potential is what I mean when I speak about CLIQ, CLIQ doubling down and leveling up. Allow me to give you a more detailed update on our flagship service.
We have had quite a steep learning curve with CLIQ.de. As previously presented, we don't at all like to burn our marketing spend. We rather learn from it. We test, we optimize, and scale up in a highly controlled manner. At CLIQ.de, we tested in total 10 different traffic sources, and then we paused part of our supporting brand marketing campaign over the summer and did our homework, analyzing the test results. The results were eye-openers. Our initial brand marketing campaign included TV commercials and digital out-of-home campaigns. Both turned out to be way too expensive, given the disappointing conversion rates. Therefore, going forward, we are placing a much greater focus on conversions based upon traffic data and flow optimization. A very strong traffic source has evolved from our successful business partnerships with retailers and food service companies.
To harness further potential, we are dedicating resources to building a strong B2B team. This team will be the catalyst for monetizing partnerships with other brands, driving mutual success and growth. Affiliation has also proven to be a very powerful strategy, as we are taking it to the next level. In Q4, we are launching an exclusive affiliate program with a German global affiliate network. Combined with our B2B partnerships, this initiative promises to create a very powerful synergy benefiting both our outreach and our partners. And going forward, we expect to scale up the flagship service and roll it out to the US and the UK. Great stuff, and a fair big compliment to our team, and a further step in making one of my personal dreams come true. Here you can see some examples of our B2B partnerships.
Our partnerships with Lidl, New Yorker, and Call a Pizza have delivered some really, really great conversion rates. It makes so much sense to partner up with other brands who share a similar target audience, and there are quite a lot of other potential partners for us out there. So watch this space! Ladies and gentlemen, at CLIQ, we follow an ambitious growth strategy that focuses first and foremost on conversions and improving those conversions. Secondly, our growth is fueled by our expansion into new countries, but also by improving our sales densities in the existing countries we operate in. Further, and also very important, growth drivers for us are offering attractive content, engaging new customers across various advertising channels, and accepting different payment methods. With all these approaches, we can capture more sales and secure our ambitious growth path ahead.
As I said earlier, we are a well-oiled marketing machine, dedicated to delivering profitable growth and expanding our pretty unique niche business. On that note, I will now hand over to Ben, my colleague in the Management Board for the financials.
Well, thank you, Luc. Ladies and gentlemen, allow me now to present to you our 2023 9 months financial highlights. Let's start with the sales breakdowns, and here you can see the services and regions. The group's main selling focus is, as Luc already said, on bundled content streaming services. In the first 9 months, our bundled content sales constituted 94% of our total revenue and grew by 37% year-on-year, thanks to increased online advertising campaigns and also a higher lifetime value. The higher lifetime value goes hand in hand with bundled content sales, as these retail per se at a higher average membership price than single content services, and their share in % of the group's total sales is ever growing.
Geographically, North American and European sales in the first nine months grew year-on-year by 29% and 80%, and Latin American sales grew to over EUR 9 million. These growth rates clearly outpace the overall market growth and encourage us further to expand our business also to new territories. Quarter-on-quarter, Q3 saw material improvement throughout the P&L, a testament to CLIQ's ability to level up and regain former strengths after a slightly weaker Q2 . Our sales in Q3 increased sequentially by 8%, and this growth rate continued all the way down to the bottom line, which makes me very proud of our teams and their achievements.
In the first nine months of 2023, we spent EUR 100 million on marketing, which means we grew our marketing spend, or better, our customer acquisition cost, by 21% year-on-year. Looking at the cumulated first nine months income statement, we pursued a stricter management on other cost of sales, and we were able to maintain our EBITDA margin on previous quarter level, slightly above the 16%. Total operating expenses in the first nine months grew by 7% due to higher personnel expenses . On average, we had a 21% higher staff count in the first nine months this year. EBITDA, in the first nine months, increased in line with our sales development by 25% to EUR 39 million.
Thus, the EBITDA margin remained strong at the 16% mentioned, notwithstanding higher marketing costs and higher content-related fees included in the cost of sales. Our financial results benefited from higher interest levels as we ended the reporting period debt-free. Bottom line, basic EPS in the first nine months was up 16% against prior year's nine months at 3.82 EUR on the back of EUR 25 million net profit. Ladies and gentlemen, here's our multi-year growth story, including the record-breaking group performance in the first nine months, 2023. It's an evergreen slide of ours, which showcase CLIQ as a true growth story and one I am always proud to present.
Let's go to the cash conversion, and ladies and gentlemen, we generated a record EUR 15 million in operating free cash flow in the first nine months of 2023. Despite higher customer acquisition costs, our cash flow from operating activities in the first nine months amounted to EUR 24 million, against only EUR 13 million in the same reporting period previous year. This inflow was driven by the higher EBITDA. In the first nine months of 2023, the cash outflow from investing activities totaled EUR 9 million, compared to EUR 6 million in 2022, and was largely related to payments for licensed content, as well as to investments for platform and technical developments. The cash flow from financing activities during the reporting period was an outflow of EUR 13 million and included the EUR 12 million dividend paid out in April.
Our total cash flow improved from slightly negative in the first nine months of 2022 to +EUR 2 million. Cash is, and always will be, king at CLIQ. So let's now take a quick look at our balance sheet. Total assets grew to EUR 151 million at the end of September, and our equity ratio amounted to 63%, against 60% at the end of 2022. Contract costs, as at the 30th of September, were EUR 48 million, and this is EUR 8 million higher year to date due to the hike in marketing spend to acquire new paying members. This is also reflected in the value of our customer base, which grew in the same period by EUR 18 million. So at the end of September, our net cash position was EUR 12 million and included the EUR 12 million dividend paid.
Ladies and gentlemen, the economic environment remains challenging and is deteriorating across many countries, especially in Europe. Our record financial results in the first nine months of this year, with an EPS of EUR 3.82, EUR 50 million operating free cash flow, as well as sales and earnings up 25% year-on-year, underscores CLIQ's ability to grow also in difficult times. Our company continues its growth track, as the latest quarter demonstrated a strong 8% increase compared to the previous quarter. While revenue is a crucial metric, we are equally committed to ensuring profitable growth. Our revenue outlook for 2023 may face some challenges. However, our strategies are designed to prioritize profitability over top-line revenue, and we are making conscious decisions to invest in areas that drive the most value for our shareholders.
We are confident that the EBITDA target of over EUR 50 million, currently coming in at 16% margin, is likely to be realized. We are steadfast in our commitment to achieving profitable growth. Our strong nine-month results of 25% compared to the previous year, and the recent quarter's increase are indicative of our ability to adapt and thrive in changing market conditions. We remain dedicated to creating value for our shareholder, and we are well on track to achieve our midterm sales guidance of EUR 500 million by the end of 2025. Ladies and gentlemen, we are currently busy with all our initiatives to close the Q4 on a high note, as well as making new plans for 2024 and the years to come. Our Q4 and future, growth drivers are threefold: so it's more marketing, more sales, and more content.
Of course, ultimately, we still target more conversions. Our marketing activities remain focused on increasing conversions by extending the outreach to our target audience with new advertising campaigns, as well as stepping into new traffic sources via new strategic business partnerships and new media channels. We aim to achieve higher conversion rates. Furthermore, we will grow our market presence. We will enlarge our global footprint and continue to promote our business across Latin America, and now into select Asia Pacific countries. At the same time, we shall be increasing our sales density with improved campaigns, especially in Europe. Ladies and gentlemen, last but not least, our multi-year growth story is forging ahead, and we are confident to achieve our sales goal of EUR 500 million by the end of 2025.
Thank you for your kind, kind attention, and I shall now begin our Q&A session. Sebastian, our first question, please.
Thank you. Our first question is actually for you, Ben, and regards our guidance. Ben, is the goal of revenue of EUR 345 million still a guidance for this year?
Thank you, Sebastian, and as just mentioned in our presentation, our revenue outlook for 2020-2023 may face some challenges. However, our strategies are designed to prioritize profitability over top line growth, as demonstrated by our 9 months growth of 25% year-on-year shown today, and 8% quarter-over-quarter profitable sales growth, and it's working. We reported EUR 39 million of EBITDA, and are confident that the target of over EUR 50 million, currently coming in at 60% margin, is likely to be realized. We are committed to achieving profitable growth.
The next few questions are from Rick Feithouse, also for you, Ben. Despite the latest good figures, the stock is underperforming. I have a couple of questions: Is the underperformance due to short sellers? Could it be that the conversion to registered shares is leading to the underperformance? And what are your plans to create more shareholder value?
Hi, Rick. Short interest in a stock is quite common occurrence in the market, and yes, it is a contrarian view to ours, which foresees substantial growth in earnings and sales going forward. EUR 500 million in sales by the end of 2025, which, in our view, is not properly reflected in CLIQ's valuation. For us, it's just a typical part of being stock listed, and to be honest, we are motivated to prove short sellers wrong by delivering the promised growth. Regarding your question on the conversion to registered shares, we do not have any indication nor reference points that such a conversion could lead to an underperformance of shares. Our plans to create more shareholder value include further IR marketing activities.
Already today, our financial reporting is more comprehensive than prescribed by our listing, and we also report faster than many other mid micro-cap issuers. We continue to explain and showcase our often misunderstood business model everywhere we can. We attend numerous national and international investment conferences, conduct frequent roadshows for both domestic as well as foreign investors, and we give salesforce briefings, and above all, we meet in person and virtually, investors and analysts at every possible opportunity.
Our next question is from Italy. Vincenzo asks, "Ben, isn't there a 2023 EPS projection?
Hello, Italy. Vincenzo, we have never guided on EPS. We guide the market on sales, EBITDA, and marketing spend. Our analysts currently estimate a median EPS of 5.77 EUR for the full year 2023, and EPS in the first nine months was already 3.82 EUR, up 16% year-over-year. By the way, our full year 2024 guidance numbers will be announced together with our full year 2023 actuals. The prelims, therefore, are expected to already be released on the thirty-first of January next year.
The next questions we have are from Benjamin Radermacher. "Ben, the management board has estimated marketing spend for the full year at over EUR 125 million. Currently, EUR 100 million have already been spent. In the Q3 alone, EUR 35 million. In order to achieve this leap in revenue growth, I therefore assume spending of more than EUR 140 million in 2023 as a whole. What marketing spend does the management board expect for 2023 as a whole?
Thank you, Benjamin, for your questions. Our full year 2023 guidance on the marketing spend is a floor of EUR 120 million. That means we do expect to spend more than EUR 120 million. The prelims full year amount will be announced at the end of January, and the exact amount at our 2023 results presentation next February.
The next question is: What are the revenue targets for the streaming portal, CLIQ.de, for 2023, or what share of total revenue?
Well, Benjamin, we only guide on a group sales level and not on a product level. CLIQ.de is just one of our over 325 different service portals that we run in over 40 countries worldwide.
The next questions came in from Uwe Siebert. I think they're for you, Luc. How much potential do we have to drive the expected average lifetime value up, with regard to restraining marketing spends, for a profitable level?
Well, thank you for your question, Uwe. At CLIQ, we always focus on conversions and doing so profitably. So our marketing activities are always profitable and aimed to deliver a positive margin during the first six months of a new member's life cycle. The average lifetime value differs per country and is always dependent on the purchasing power per country. In case the average lifetime value is relatively high, we are willing to pay relatively high customer acquisition costs, and if the average lifetime value is lower for a country or a region, we also maximize the CPA in order to safeguard our margin going forward. Some of our new target markets in Asia and the Middle East have significant purchasing power, and therefore we do see upside potential regarding our average expected lifetime value going forward.
Luc, can you please give some color on the marketing market? Do you expect that it will get tougher or easier in the next, say, 6-12 months regarding prices to pay for acquiring customers? And will this be in lockstep with the customer lifetime value? So the underlying question is: how are you able to protect margins over the mid and long term, say, 3-5 years?
As said already, we always focus on conversions and doing so profitably, and we will keep on doing this on the short, mid, and long term. The higher marketing costs in the Q3 2023 reflected a greater number of marketing campaigns launched to acquire more new members than in the prior year, as well as the more competitive pricing environment. We were bidding prices to acquire new members remained elevated, especially in Europe. The new marketing initiatives we have planned, such as running new advertising campaigns and tapping into new traffic sources and media exchanges, for example, via keyword searches and business partnerships with retailers, and they all are aiming to reach a higher conversion rate. At CLIQ, we are willing to pay more for acquiring member with a higher lifetime value, which is instrumental in maintaining healthy profit margins.
The next questions come from our analyst, Ralf at Kepler, and I think they're for you, Luc: What is the reason for the sales decline in Europe in the Q3 ?
Well, Ralf, we continue to observe a more competitive pricing environment, where bidding prices to acquire new members remained elevated, especially in Europe. In Europe, we will be increasing our sales densities with improved campaigns, and as already mentioned, we are willing to pay more for acquiring a member with a higher lifetime value, which is instrumental in maintaining healthy profit margins. While revenue is a crucial metric, we are equally committed to ensuring profitable growth by monitoring this profitability on a daily basis.
Luc, what are your initiatives to turn the decline in Europe into growth?
Well, one of them is that we have recently secured approval, for example, to promote bundled content sales in France with all major mobile carriers. In addition to our Google display marketing campaigns, we will roll out keyword buying with improved campaigns and other new initiatives to increase the conversions.
Luc, or do we have to accept that growth will come from North America and the rest of the world in the future?
Well, first of all, I don't accept anything, but North America remains our largest sales region and makes up to nearly 60% of the group's total revenue. However, Europe also is very important for us, and we are currently focusing on this region with improved campaigns and new initiatives, as just mentioned. The region rest of the world will also grow with new market entries in the Middle East and Asia, as already told.
Luc, could you comment on rising competition in Germany, for example, RTL+?
Of course, and as you know, as the Germans say, Competition stimulates business, and we believe that our flagship product, CLIQ.de, offers some really great and affordable content. But Ralf, as you know, our bread and butter business is done with our numerous streaming services, which are characterized by dynamic pricing and no-name service URLs. These are the true EBITDA drivers and cash cows for the group.
Luc, could you give us an update on the all-in-one entertainment portal in Germany, please?
Well, as already told you in the presentation, at CLIQ.de, we tested a total of 10 different traffic sources, and then we paused part of our supporting brand marketing campaigns over the summer and analyzed the test results. What were our key learnings? Well, our initial brand marketing campaign included TV commercials and also digital out-of-home campaigns, but both turned out to be far too expensive given the disappointing conversion rates. We are now placing a much greater focus on conversions based upon traffic data and flow optimizations.
Our next questions are from Nils Jacobsen. Luc, is the revenue goal of EUR 500 million in 2025 still realistic, as this would imply at least 20% growth in the next two years and an acceleration of the actual growth rate? If yes, how can CLIQ accelerate growth to 20% without damaging the profit margin?
Well, our sales CAGR from 2019 until 2022 was an incredible 64%, and in my view, this shows quite clearly that we are a growth company. We are convinced that we can achieve our EUR 500 million mid-term sales target by the end of 2025, and we have many measures in place to support this growth. In the last 4 years, our average EBITDA margin was always above 15%. For the financial year 2023, we are even slightly above this average.
Maybe one for Ben. In Q3, CLIQ membership numbers rose from 1.1 million to 1.3 million, which is a rise of 18%. By what percentage did the lifetime value rise of all members from the 30th of June to the 31st of October, and what is the combined effect of both developments? What outstanding revenues do you expect now compared to three months ago if CLIQ stopped all marketing now?
Well, as included in the financial report, the average lifetime value increased from EUR 88 in the Q2 to EUR 89 in the Q3 . The combined effect of increasing member numbers and the average LTV is shown in the increase of the customer base value, which increased from EUR 141 million, as per the end of last year, to EUR 159 million, as per the end of the Q3 . This amount represents the total sales that is expected to be generated by existing members if we decide not to acquire any new members from the first of October onwards.
Thank you. Our next questions are from Andreas Massak. Ben, could you imagine that a membership of CLIQ in the Prime Standard of the Deutsche Börse would lead to a better performance?
Thanks for your question, Andreas. As a listed entity with ambitious commercial goals, we are always looking into growth perspectives, including our current listing. We already today fulfill several criteria for uplisting to the Prime Standard, and monitor the requirements and changes regularly. There are a few issuers of our size with the same quarterly reporting scope and speed, but nevertheless, there is currently no ongoing active project to enter into the regulated market.
Our next questions are from Milo, from Edison. Luc, you mentioned that bidding prices remain stubbornly high in Q3. Are you seeing any softening in the market?
Well, Milo, at CLIQ, we don't want to burn our marketing spend. We are a company focused first and foremost on conversions and profitable conversions. Therefore, we will also search for and test new marketing activities to be able to uphold this business practice. Improved campaigns, new traffic sources, and markets will help us to follow this objective.
Luc, could you please provide more detail on the learnings taken from the CLIQ.de TV campaigns?
Well, in short, the TV commercials were too expensive for the conversion rates that they achieved. The same goes for the Digital Out-of-Home marketing initiatives, and therefore, we have revisited our brand marketing activities and will pursue our B2B partnerships and affiliation initiatives going forward, which really is a strong combination.
The next questions we have are from Nils, from Montega. Luc, could you please give a few sentences more on the dynamic development in Latin America? For example, the roadmap for the next steps, revenue target in the medium term.
Well, in Latin America, we have realized year-to-date sales of EUR 9 million. We have tested several countries, and will from now on further focus on the most profitable ones. The new marketing sources will also be launched in Latin America to further boost conversions. We will only guide the market with a consolidated sales number instead of sales numbers per region.
One for you, Ben. Cost of sales continue to increase. How do you expect the further development? Do you have a target, and how do you react to the higher costs?
The cost of sales have three important items: the marketing cost, the third-party cost, and the other cost of sales. The marketing costs increased significantly compared to prior year, due to the acquisition of more new members, the main driver of our increased sales numbers. But as said earlier, as we were willing to accept higher customer acquisition costs, as long as the lifetime value is high enough to safeguard our margins going forward. The third-party costs increased in line with the sales. Lastly, the other cost of sales increased from EUR 44 million to EUR 48 million, which is an increase of 9%, while sales increased by 25% due to investments made to the platform and technical developments.
Another one for you, Ben. The EBITDA margin remains stable, as other operating expenses compensated the increase in cost, in cost of sales. Which items to which proportion, exactly?
Well, in the Q3 of 2023, CLIQ's EBITDA grew in line with sales, despite significantly higher marketing costs, which were compensated by relatively lower other cost of sales.
The next question comes from Bart de Miliano. First of all, congratulations on maintaining stable profitability and a very healthy balance sheet, despite a challenging macroeconomic environment. Again, this underlines the robustness and resilience of your business model. Thank you. Luc, the latest quarterly financial reports are showing an increase in marketing spend to maintain current levels of revenue. Do you see this trend continuing in the future, and will profitability prevail over growth in your business management? Does that imply potential downscaling in order to further maintain these excellent performance ratios?
Well, first of all, thank you for the compliment. Now the answer. The marketing spend increased from EUR 32 million in the Q2 to EUR 35 million in the Q3 , and this has resulted in an increase in sales of EUR 6 million. The increase in spend has also included the increased value of the customer base, which is the expected future revenue based on the current members. As said already in the speech, our focus is always on profitability, and not only on top line growth. We have shown impressive growth in the past, and also expect this going forward.
One for you, Ben. Regarding the current economic environment, would you consider a share repurchase program as an additional tool to create shareholder value in times of undervaluation? As dividends are subjected to a high withholding tax in Germany, using a portion of this budget could prove to be a rewarding alternative for long-term shareholders.
Well, management is dedicated to continuous review of all available capital allocation options, with a focus on creating value for the company. Additionally, we are committed to addressing the current challenges, although we consider that the share buyback program will reduce the already low liquidity, and might have adverse effect on the market cap.
Our next questions are from Marie-Thérèse, from Hauck Aufhäuser. The EBITDA margin, Ben, came in at 16% as of nine months. The bottom end of the guidance for the full year 2023 is roughly 14.5%. How should one look at Q4? Much higher revenues to make the revenue guidance and lower margins than in Q3, presumably because of higher marketing spend, or rather revenues below guidance but higher margins?
Thank you, Marie-Thérèse, for your question. The EBITDA margin is indeed above our guided number. Our focus is more on profitability than on just sales growth. We confirm our guidance of an expected EBITDA of over EUR 50 million.
Another one for you, Ben. What would be an operating free cash flow guidance for the Q4 , following EUR 15 million as of 9M? Can we expect at least an improvement over Q3, or rather see Q4 as a cash-consuming quarter?
At CLIQ, cash is king. We always expect to further improve our cash position towards the end of the year.
One for you, Luc. Please explain in detail what has changed regarding search engine advertising. What impact does this have on marketing spend, thereof marketing costs going through the P&L?
Well, Marie-Thérèse, currently, the lion's share of our marketing is done via Google Display. But we have recently, and I'm really proud of that, extended our outreach by incorporating search engine advertising, specifically keyword buying, into our online sales mix. This new way of growing opens up exciting avenues to reach potential customers who are actively searching for the content we offer or can direct them to. This is similar to our Google Display advertising campaigns.
Another one for you, Luc. How is the cooperation with French mobile carriers going to look like?
Well, we recently have secured approval to promote bundled content sales in France with all the major mobile carriers, so also there, our multi-content success will be launched. We will launch this service where members pay their membership fees just via their mobile carrier bill, which has always been a very successful strategy in the past.
Another one for you, Luc. Are you reverting affiliate marketing again? Are you reverting to affiliate marketing again after having stopped because of fraud cases? What is different this time?
Well, times are changing, of course, and we have never stopped affiliate marketing in the past. But we have decided to only work, of course, closely with a limited number of really trusted partners.
Luc, what are the unit economics of the B2B partnerships? How much do they, on average, retain out of your monthly subscription fee in percentage?
Well, our B2B partners like to offer our streaming services to their loyal customers. That's the starting point, and of course, we don't disclose the financial details and unit economics .
Luc, does the increase in B2B partnerships as a way of growing traffic and conversion mean structurally lower EBITDA margins in the future?
Well, the involvement of B2B partnerships is not expected to result in structurally lower EBITDA margins in the future. Regardless of the traffic source, we always endeavor to achieve profitable growth. Our last questions today are from?
Sascha Dietz. Sascha's first question is directed to Ben: Does the marketing spend roughly correspond in percentage terms to the distribution of sales, or does North America have a higher share because higher price subscriptions are sold there?
Well, hello, Sascha. Sascha, this is exactly why we capitalize our customer acquisition costs and amortize them over the customer's expected life cycle. By doing so, the marketing cost is directly related to the sales. The higher share of North American sales is mainly driven by higher conversion.
The last one is for Luc. Are new content offers to be expected, own shows, influencer, formats, et cetera?
We have a content team looking continuously for new content, like I've been recently visiting the MIPCOM in Cannes two weeks ago to sign great new deals for our global streaming services. Ladies and gentlemen, that was our last question this afternoon. Should you have any further questions, please feel free to get in touch with us. Thank you for joining our 9-month 2023 video webcast today. Have a great day!