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Subscription and rentals in an OTT
[NDA]: Due to non-disclosure agreement signed with the project stakeholders, only limited work is shared.
Tools used: Figma, Figjam
Group size: 1
TASK
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Stakeholder interviews
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Secondary research: competitor analysis and fetching relevant first hand data
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Primary research using 1:1 semi structured interviews
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Insights delivery
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How Might We workshop
RESEARCH QUESTIONS
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What are the different decision making factors for users to subscribe to a plan?
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What all external factors play a role in the process of subscribing to a plan?
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Whether there is cannibalisation happening i.e. whether introducing a new plan effects other existing plans?
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Whether users appreciate rentals, how do they decide between subscription and renting a content, what are their thoughts regarding the terms and conditions for rentals?
COMPETITOR ANALYSIS
A workshop was conducted with designers to capture subscription and rental workflows for other OTT competitors. These competitors were not just the OTT/direct competitors, but also indirect competitors were considered like Spotify, Airtel, Vodafone etc. (who have a variety of subscription plans).
PARTICIPANTS SAMPLING
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36 participants were recruited
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5 cohorts:
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​Zee5 AVOD - who watch content with ads (joint/nuclear family)
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Zee5 SVOD - who watch content without ads (joint/nuclear family, less/more engaged)
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Zee5 TVOD - who have rented a content (joint/nuclear family)
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OTT (SVOD/AVOD) + Pirated content users
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Other applications HVOD (who have subscribed to a hybrid plan which is in between SVOD and AVOD) and TVOD users
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Fair mix across age (18-60 except pirated site users: 18-40 only), gender, geography (PAN India Tier 1 & 2) and SEC
USER INTERVIEWS
Based on the research questions decided in the stakeholder interview, 36 participants were interviewed online via MS Teams.
The insights captured for subscription of plans were around:
- How subscription for an OTT is decided/ Factors deciding which OTT to go for
- How plan features are decided
- How plan price is decided
- How a plan is chosen
- Instances when one would share a plan with others
The insights captured for rentals were around:
- How aware users are with the concept of rentals in OTT
- Perceptions around rentals
- Rent vs subscribe
- Instances when one would rent
- Which type of content could be rentable versus non-rentable
- Thoughts around rentals terms and conditions
- Thoughts around rental cost and duration
- Case for/against rentals of webseries
- Why and why not people go for pirated content
HOW MIGHT WE - WORKSHOP
Based on the insights captured, some How Might We (HMW) questions were derived. These questions were then provided to designers to ideate on (in a workshop).
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