Consumer Appeal Towards Episodic Content

Episodic Content

A leading media conglomerate company wanted to create the best episodic content for an original series to be shown on their OTT platform.

BUSINESS OBJECTIVE

The main objective was to enhance and gain qualitative information on following points:

OTT platform preference and usage
Perception towards the content tested
Concept evaluation of the content

OUR APPROACH

Research experts conducted semi-structured interviews with several OTT viewers who must have been watching one complete series in a month.
Focusing on the following attributes towards consumption of OTT platform:

Top 3 OTT platforms that customers preferred to watch and reasons behind it.
Recognized their perception of OTT platform in terms of content, price related to subscription, and premium content.
Types of contents they are watching Preferred content they would like to watch in future based on:
Uniqueness of the concept
Recalled Key Elements
Character Appealing
Reasons for Likeability
Perception towards genre and theme
Relevance/Association
Interest to watch/Acceptability
Brand Recall and Fitment

Geographic Coverage:

India (Covering Tier-I & II cities)

Value Delivered

Comprehensive report with in-depth analysis was shared in PDF format with the client.
Key insights from the report assisted the client in identifying concerned and pride pointers.
Highlighted following points from customer’s consolidated feedback:

Consumer Demographic Profiling
Overall Ranking of Top OTT Platform
OTT Content Evaluation

Comprehensive report with in-depth analysis was shared in PDF format with the client

Key insights from the report assisted the client in identifying concerned and pride pointers.

Highlighted following points from customer’s consolidated feedback

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