over the top

Increasing a TV Network’s OTT Footprint

OVERVIEW

In the expanding cord-cutter phenomenon, one of the most important TV Networks trusted us to work on solving one of their existing challenges: How could they increase their viewers’ consumption of video-on-demand and how could they deliver a seamless experience?

Our team worked alongside their product manager to improve their existing mobile apps and release every 3 months a new ott platforms with a seamless experience.
While the software development team focused on the apps for ott platforms our data science engineer identified the development flow and together with our human-centered designers’ analyses UI & UX improvements to create experiments and later implement the best choice.

Team

Product Owner, Scrum Master,
Dedicated Devs per platform,
QA Engineers, Designer, Data Analyst

Platforms

Roku, Tizen, Fire TV, Apple TV, Android TV, Chromecast.

Engagement Time

2016-present

THE CHALLENGES

1.
Increase Viewers Consumption of Video on Demand
As the TV Network offered linear TV Broadcast they understood that soon they will have to face the cord – cutting phenomenon. By the time they come to us, they had iOS & Android mobile apps. But the apps had bad ratings they took a long time to load. the UI was not very intuitive.

2.
Increase OTT Devices Footprint
Based on market share analysis we started a developing plan for the most important OTT Platforms that would increase the TV Networks footprint.

OUR APPROACH

Improve existing app user experience and remove points of frustration that affect user engagement
We started by stabilizing their existing mobile apps. We installed all the libraries to collect data on the health, funnel and behavior of users. Tools like new relic and google analytics helped us make data-driven decisions. For example when an issue was identified, it could be prioritized based on the amount of users it affected, the frequency and the device relevance.
Based on market share analysis we started a developing plan for the most important OTT Platforms that would increase the TV Networks foodprint.

With a 3 month per platform cadence, we were able to deliver new platforms including Roku, FireTV and tvOS.

From a private report from the TV Network

A NEW OTT APP EVERY THREE MONTHS

THE OUTCOME

 

Improved Stability and Usability

 

Increased Positive App Reviews

 

Backend Improvements

45%

Increase in Engagement Time

15%

Increase in Average Session Length

 

Increased overall minutes watched

 

THE LEARNINGS

ON INCREASING VIEWER’S ENGAGEMENT

One of the most important goals is to increase minutes watch, for that you’ll need to make sure that the viewers stay watching your content and that they return to your app. We identified three major problems that prevent viewers to increase their engagement:

  • Technical problems (App Crashes, login not working properly, long loading times)
  • Usability problems (Poor User Experience design and frustrating flows).
  • Absence on the platforms with the greatest user base, limiting your ability to reach more users.

ON INSTRUMENTING YOUR APP

It is important to have data and analytics instrumentation in your digital products. Negative user reviews are the loudest and serve as identifiers of users feedback but they do not provide objective metrics to completely understand the problems your app is facing. Tracking tools like new relic and google analytics help you understand the severity of problems and a sense of priority of issues to tackle first.

Read more about this project on Medium

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