Lack of Live Experience
Film:
festivals offer a live and in-person experience where attendees can interact with filmmakers, actors, and fellow enthusiasts. Streaming platforms, while convenient, lack this in-person aspect, which often creates a unique and exciting atmosphere.
Absence of Social Interaction:
Going to the cinema is a social activity. People enjoy watching films with friends and family, discussing movies afterward, and sharing reactions in real-time. Home entertainment platforms typically lack this level of social interaction.
Content Discovery:
Many users find it difficult to discover new content because algorithms and user interfaces may not effectively recommend titles based on their interests. In some cases, users might not even be aware of the full range of available content.
Uncertainty of Choices:
Streaming platforms typically offer a vast library of content, and the sheer number of options can be overwhelming for users. This abundance can lead to decision paralysis as users struggle to choose from a wide range of movies and TV shows.
Cinema Enthusiasts:
People who love the traditional cinematic experience but seek the convenience of streaming
Festival-Goers:
Those who enjoy attending film festivals and want to access festival-like experiences at home
Social Viewers:
People who value the social aspect of movie-watching experience at home
Community Seekers:
People who want to be part of a film community, engage in discussions, and share their love for cinema
In the discovery research phase, the project begins by establishing clear objectives. I conducted audience analysis through surveys and interviews to gain insights into user preferences. Concurrently, an examination of existing streaming platforms identifies their respective strengths and weaknesses.
Subscribers should experience the same level of excitement and anticipation when watching movies or TV shows on our platform as they do when going to the cinema.
Subscribers should experience social interaction and foster a community ambiance, which can be achieved through features such as virtual live gatherings, discussion boards, and social content sharing.
Subscribers need to make the right choice quickly since they have limited time to browse through options
The initial research method used was surveys, primarily to gather insights from a broad audience. After analyzing the survey data, we followed up with in-depth interviews (IDIs) to delve deeper into the insights obtained.
Surveys help us learn what customers like and don't like, allowing us to decide which features to include in our basic product. This also assists in figuring out how much impact each feature has compared to the effort required.
The survey results also provide insights into how users interact with competitors, aiding in our efforts to enhance our approach and determine the best way to progress.
The majority of respondents watch content on a frequent basis, with the second largest group watching daily. This suggests that a significant portion of our survey participants are avid movie enthusiasts, which aligns with the focus of our research on individuals who have a strong interest in movies.
People choose movies based on a mix of factors: The influence of popular platforms like IMDB and social media (44% and 51% respectively), the convenience of Google searches (32%), the trust in recommendations from family and friends (58%), and suggestions from streaming services (42%). Additionally, many individuals maintain their own lists of movies they want to watch (38%).
Insights into viewers' choices reveal the impact of social trends, personal preferences, and trusted recommendations on movie and TV show consumption:
Checking Ratings (IMDb/Rotten Tomatoes) - 31%:
This indicates that roughly one-third of respondents rely on ratings from platforms like IMDb or Rotten Tomatoes to gauge the quality or popularity of a movie or TV show before watching it. Ratings can serve as a quick indicator of whether a film or show is worth investing time in.
Checking Cast/Genre - 48%:
Nearly half of the respondents prioritize checking the cast and genre of the movie or TV show. This suggests that familiarity with the actors involved and the genre of the content plays a significant role in their decision-making process. Certain actors or genres may appeal more to individuals based on personal preferences.
Asking Family/Friends - 59%:
More than half of the respondents rely on recommendations from family and friends when deciding what to watch. This highlights the importance of social networks and personal recommendations in influencing viewing choices. People often trust the opinions of those they know and share similar tastes with.
Trending on Social Media - 60%:
A majority of respondents pay attention to what's trending on social media platforms. Social media has become a powerful tool for discovering new content and staying informed about popular releases. Trends on platforms like Twitter, Facebook, or TikTok can influence viewing decisions and create buzz around certain movies or TV shows.
Watching Trailer - 49%:
Nearly half of the respondents prefer to watch trailers before deciding whether to watch a movie or TV show. Trailers provide a glimpse into the storyline, visual style, and tone of the content, helping viewers assess whether it aligns with their interests and preferences.
Navigating Content Discovery Challenges on Streaming Platforms:
Main driver for choosing their streaming platform is consistent good content and recommendations from their friends and family
Users will leave the platform if they cannot find any good movies/TV shows to watch
Users will have their own list of movies/TV shows to watch but it will be dependent on the ratings and reviews before they completely continue watching.
Trending on Social Media is a driver for interest but still be dependent on ratings and reviews
To probe on some of the information gathered from the survey responses, I continue and conducted IDI (in-depth interviews) to gain a deeper understanding on experiences, desires, and pain points of our target users.
"If I see something is trending, I’ll go straight to YouTube to watch the trailer and read reviews in the comments section. If the comments are more positive, I’ll immediately watch it"
"My friends and family usually recommend me some shows to watch. When they recommend something it’s like 99% I’ll love that show"
"I know what I want and just browse the list and watch its teaser, If I see something that is interesting, I’ll just go and watch it"
"Getting to have someone watch with me would be fun especially if it’s a horror"
"It would be helpful if there’s a community where I can talk to regarding the films that I watch or something similar to Spotify where I can share my playlist and people will follow and like or dislike it"
After gathering research findings, I continued analyzing the data and get patterns of different types of users which led me to create personas that resonated with the users’ needs, goals, frustrations, and motivations.
After gathering research findings, I continued analyzing the data and get patterns of different types of users which led me to create personas that resonated with the users’ needs, goals, frustrations, and motivations.
Ray would describe himself as a chill person. He gives his best at work, but when it comes to winding down for the day, he goes straight to his comfortable bed, open his laptop, and watch anything that would spark his interest - he doesn’t take too much time thinking of what movie he would want to watch.
Adele is a trend follower and the glue that holds her friends together. Whenever she sees something new to do, she always messages and shares it to their group chat.
The quintessential indie girl who loves watching film, critic them, and shares them to their friends. She has a Twitter account where she gives feedback on what’s she’s watching.
Jena loves to watch every Chris Evans film. She always gets notified when there is something new or if there are any updates with Chris Evans. She is also the admin of a fan group in the Philippines.
