THE CHALLENGE

The diversification of video and audio platform landscape is driving intense competition. An international technology brand sought to understand what could draw users from using multiple competitor platforms to their multi-format media ecosystem.

THE APPROACH

We engaged Gen Z users in a group discussion where we explored their video and audio content consumption habits and underlying motivations. This helped us chart use moments and drivers behind shifting between platforms. Diving deep into the brand’s current offer, use patterns and expectations for a multi-format ecosystem helped uncover the users’ perception of the brand as well as unmet needs.

THE OUTCOME

The insights extracted informed the brand on the benefits to prioritise to drive the appeal and retention of their multi-format platform among young users.

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