Summary of Key Insights

Splice - Video Editor & Maker is a generally well-regarded app, praised for its ease of use and feature set. However, recent changes, particularly the shift to a subscription-based model and associated glitches, have significantly impacted user sentiment. While many users still appreciate the app's functionality, a large number express frustration with the high cost, aggressive upselling, and recurring technical issues that prevent them from exporting or even using the app. The positive reviews often highlight ease of use and quality output, while negative reviews focus on cost, bugs, and poor customer support. The app's overall rating is skewed positively by older reviews, but more recent feedback indicates a decline in user satisfaction.

Key Strengths:

• Ease of use and intuitive interface
• Feature-rich editing capabilities
• High-quality video output

Key Weaknesses:

• High subscription cost and aggressive upselling
• Recurring bugs and glitches (especially related to exporting and subscription recognition)
• Poor customer support
• Loss of content after updates

Overall Sentiment: Mixed, with a significant decline in positive sentiment due to recent changes.

Quantitative Metrics:

• Overall Rating: Skewed by older reviews. Current sentiment is likely lower.
• Score Distribution:
  • 5-star: 57.2% (286 reviews)
  • 4-star: 5.4% (27 reviews)
  • 3-star: 6.6% (33 reviews)
  • 2-star: 8.6% (43 reviews)
  • 1-star: 22.2% (111 reviews)

Data & Methodology Overview

• Data Sample Size: 500 reviews
• Time Frame of Reviews: The reviews appear to be a mix of recent and older feedback. The negative trend suggests more recent reviews are more critical.
• Analysis Methods: Manual sentiment analysis and keyword extraction were used to identify recurring themes, pain points, and requested features. Reviews were categorized by star rating and analyzed for common terms and expressions.

Key User Pain Points

• High Subscription Cost: Many users complain that the subscription price ($9.99/week or $120/year) is too expensive, especially compared to other video editing apps.
• Aggressive Upselling/Pop-up Ads: Frequent prompts to upgrade to premium disrupt the editing workflow and make the app feel like a "cash grab." Some users report that the pop-ups freeze the app, making it unusable.
• Bugs and Glitches: Numerous users report issues such as the app freezing, crashing, failing to export videos, and losing audio.
• Subscription Recognition Issues: Users who have paid for a subscription often find that the app doesn't recognize their payment, preventing them from accessing premium features or exporting videos.
• Poor Customer Support: Many users express frustration with the lack of responsive or helpful customer support.
• Loss of Content After Updates: Updates sometimes cause users to lose their saved projects and media.
• Copyright Strikes: Even when using music from the provided library, users are still receiving copyright strikes on platforms like YouTube and Facebook.

Frequently Requested Features

• One-time Purchase Option: Many users want the option to purchase the app outright instead of subscribing.
• Improved Audio Editing: Users desire more advanced audio editing features, such as de-essing and the ability to adjust pitch without affecting speed.
• More Free Features: Users want more features to be available in the free version of the app.
• Cloud Storage/Account Login: Users want the ability to save their projects to the cloud and access them from multiple devices.
• More Text Graphics and Animation Options
• Ability to use purchased iTunes music

Strengths and Positive Aspects

• Ease of Use: Many users praise the app's intuitive interface and simple workflow, making it easy to learn and use.
• Feature-Rich: The app offers a wide range of editing tools and features, including trimming, cutting, cropping, slow motion, overlays, and filters.
• High-Quality Output: Users report that the app produces high-quality videos.
• Music Library: The app provides access to a large library of royalty-free music (although some users report copyright issues).
• Suitable for Quick Edits: Users find the app useful for creating short videos for social media.

Prioritized Action Recommendations

High Priority:

• Fix Subscription Recognition Issues: Immediately address the bug that prevents paid subscribers from accessing premium features and exporting videos. This is a critical issue that is causing significant user frustration.
• Improve Customer Support: Provide faster and more helpful customer support to address user issues and complaints.
• Reduce Aggressive Upselling: Tone down the frequency of pop-up ads and prompts to upgrade to premium. Consider offering a less intrusive way to promote premium features.
• Address Exporting Issues: Resolve the bugs that cause the app to freeze, crash, or fail to export videos.
• Prevent Content Loss: Implement measures to prevent users from losing their saved projects and media after updates.
• Investigate and Resolve Copyright Issues: Determine why users are receiving copyright strikes when using music from the app's library and take steps to resolve the problem.

Medium Priority:

• Offer a One-Time Purchase Option: Consider offering a one-time purchase option to cater to users who prefer not to subscribe.
• Implement Cloud Storage/Account Login: Allow users to save their projects to the cloud and access them from multiple devices.
• Improve Audio Editing Features: Add more advanced audio editing features, such as de-essing and the ability to adjust pitch without affecting speed.
• Add More Free Features: Expand the features available in the free version of the app to attract more users.
• Add more text graphic and animation options

Low Priority:

• Add Feature to Jump to End of Video: Implement an option to jump directly to the end of a long video for editing purposes.
• Add Stickers and GIFs: Include stickers and GIFs to enhance video editing capabilities.

Opportunities for Startup Ideas

• Subscription Management Tool: Develop a tool that helps users track and manage their various app subscriptions, including Splice, to avoid unwanted charges and ensure they are getting the features they paid for.
• Video Editing App with Transparent Pricing: Create a video editing app with a clear and upfront pricing model, avoiding aggressive upselling and hidden fees.
• Copyright-Free Music Verification Service: Offer a service that verifies the copyright status of music tracks to prevent users from receiving copyright strikes on social media.

Trends and Observations

• Shift in Sentiment: There is a clear trend of declining user sentiment due to recent changes, particularly the subscription model and associated issues.
• Focus on Cost: The high subscription cost is a major point of contention for many users.
• Technical Issues: Recurring bugs and glitches are a persistent problem.
• Language Preferences: The reviews are primarily in English, but there are also reviews in Spanish and other languages, indicating a global user base.

Conclusion

Splice - Video Editor & Maker has the potential to be a top-tier video editing app, but the current issues with cost, bugs, and customer support are hindering its success. Addressing these pain points is crucial for retaining existing users and attracting new ones. The shift to a subscription model has alienated many users, and the company needs to find a better balance between monetization and user satisfaction. By prioritizing the action recommendations outlined above, Bending Spoons Apps ApS can improve the app's reputation and ensure its long-term viability.

Overall Recommendation: Address the critical bugs and subscription issues immediately. Re-evaluate the pricing model and consider offering a one-time purchase option. Invest in improving customer support.

Original App Link

https://apps.apple.com/us/app/splice-video-editor-maker/id409838725?uo=2