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OVERVIEW
The world of on-demand video services can be challenging for children. For streaming platforms, it is essential to help children find the content they want to watch amidst the vast catalog available. To address this, we conducted extensive research for Paramount+, focusing on how children navigate their streaming platform to find content and how this experience can be optimized. Our findings will ultimately drive their SVOD strategy.
Our Client
Paramount+ is an American subscription video on-demand over-the-top streaming service owned by Paramount Global. The streaming service features an expansive library of original series, hit shows and popular movies across every genre from world-renowned brands and production studios, including BET, CBS, Comedy Central, MTV, Nickelodeon, Paramount Pictures and the Smithsonian Channel.
The Task
Media-owner and new SVOD platform Paramount+ commissioned us to find out how children (4-12) find the content they want to watch.
Our Solution
•Conducted exploratory focus groups with parents and children to form initial hypotheses
•Administered a nationally representative survey of 1800 respondents
•Carried out a second qualitative phase, which involved 25 two-hour in-home ethnographic sessions with kids and families across the country
•Conducted 15 "surf alongs" where we remotely shared screens with participants and observed their content navigation
•Facilitated and moderated 15 eye-tracking sessions across mobiles, tablets, and TVs to determine the most effective placement for messaging and ensure the longest gaze duration
The Results
Paramount is using this research to help drive their SVOD strategy. This project was shortlisted for the “Best Custom Media Research Project (Agency)” at the MediaTel Media Research Awards 2023.