Multi-Platform Media Viewing

 The Challenge

As TV-viewing has evolved, cable subscribers are accessing programming across multiple devices and platforms, including regular TV, on-demand, mobile apps, DVDs, internet downloads/streams, and DVR or time-shifting. As a result, a key challenge for HBO is how to continually offer subscribers the opportunity to watch content from any location and at any time.  To effectively meet evolving subscriber demands, the network needed to unveil the complexities of how/where viewers watch content, what device they are using, and viewing preferences/trade-offs. 

The Solution

We developed a comprehensive quantitative market research plan that set out to measure the relative value of each viewing platform and how these numerous viewing choices impact the network’s value proposition and loyalty. Core components of the study included the following: 

  • Extensive subscriber profiling based on platform usage and content consumption
  • An advanced survey exercise to reveal the specific attributes of each platform that are most important to subscribers
  • A title-specific cannibalization exercise to evaluate the impact of various platforms on overall viewership 

The Insight

The research provided insight across multiple factions of the network, ultimately driving content and platform development decisions throughout the organization.  Specific insights included the following:

  • Accurately-sizing each viewing platform
  • Providing understanding of program viewing preference
  • Measuring platform impact on HBO network viewing
  • Identifying optimal viewing platform combinations
  • Measuring platform impact on HBO brand health