hayu
The ‘reality’ of SVOD: following hayu’s
worldwide journey
A multi-stage, multi-market qualitative programme, translating fans’ needs into maximum impact for the service and its positioning.
Challenge
Reality’s huge. Countless platforms, channels and devices allow reality obsessives to follow the journeys and lives of celebs and ‘real’ people alike – from Kylie Jenner’s latest look, to Love Island’s flirty fame-finders. But what motivates these viewers? And critically, what drives them to pay to watch this content? In a world where there are so many viewing opportunities: what does a genre-specific subscription platform need to do to hook viewers in and delight them long-term?
Approach
Starting at hayu’s launch campaign, we’ve run multiple stages and types of qualitative with reality viewers worldwide, across hugely divergent media landscapes and behaviours. We’ve built on inspiration and insight from other data sources, and harnessed input from disciplines like neuroscience. To support and extend consumer learnings and horizons, we’ve incorporated perspectives of international media and tech experts and insiders.
Impact
Our input has fed into service comms, positioning, pricing, and usability, across all hayu’s markets. We’ve come to understand what drives subscription and retention for SVOD in a powerful way. (And we’ve learned more than we ever thought possible about the Real Housewives.)
“Basis have done a wonderful job of harnessing insights for hayu in a far-reaching qualitative research programme in place since the launch of the service. They understand our business really well and deliver consistently great work, always building on previous learnings and drawing on their extensive sector knowledge and research expertise to deliver dynamic, actionable and deep insights from our target audience of reality viewers.”
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