User Interviews

6 initial user interviews were conducted in order to gain better understanding of user behaviors, habits, and pain points as they pertain to streaming services. Participants were first asked general ethnographic and streaming questions such as their name, age, services and technology being used, etc. They were then asked to walk through their typically decision making process when selecting something to watch via a streaming service. All interviews were conducted via face-time and, with permission, recorded for later analysis. Interviews took place on a Sunday night, when participants were sitting on their couch watching TV in order to put users in a real-life context of use.

Findings are based on a sample of 6 interviews:

• All participants were American and used at least 1 streaming service

• 4 of the 6 participants interviewed as couples (8 individuals total)

• Age range was between 25 - 29

Key Findings:

• 6 out of 6 participants mentioned recommendations from friends, coworkers or family was a main factor in their decision process

• Participants use an average of 2.5 different video streaming services

• 4 out of 6 participants mentioned they decide what to watch based on mood, specifically mindlessness when eating or working

• 6 out of 6 participants stated they do not value or pay attention to in-app ratings

• Participants reported behaving differently depending on if they were watching a show vs a movie

• Other sources used for decision making include: Google, Twitter, Email Subscriptions, IMDB, Rotten Tomatoes

• When asked what would make their life easier when choosing what to watch, the two most popular responses were: see what their friends were watching and a platform that could combine all apps

"I usually go off of what other people have suggested us to watch.”

- Participant 5

Thematic Analysis

Based on the data collected during user interviews, a thematic analysis was completed to uncover patterns and explore similarities. This was done by first gathering notable interview insights on post-it notes and then rearranging them to form groups and subgroups based on relationships. In addition to categorical insights, the analysis provided a formation of 2 personas. It also exposed gaps and remaining research questions including:

1. How many people pay for cable?

2. Is there a missing persona - a user that has roommates?

3. What devices do people research on, is it phone? Is it scrolling through the apps?

4. More behavior clarity around shows vs movies: The importance of sources for decision making, when/why they watch

5. What percentage of people use/subscribe to one or more app?

Additional User Research

User Surveys

Key Findings:

• 66.7% of participants do not currently pay for cable

• SmartTV is the number one device used to stream, with 74.6% majority

• Main differences in Show vs Movie behavior includes:

- Who you watch with: Majority of people report watching shows alone, but movies with a partner

- When you watch: 68.3% prefer to watch Movies on the weekend, but have no preference on Shows

• Non SmartTV device research is done split between phones (29%) and laptops (25%)

• Decision making factors between Shows vs Movies both rely on the top 3 factors: Recommendations, Mood, and Trending

- Secondary factors differ slightly between the 2

Competitor Analysis