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.)

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