What constitutes a best in class live TV streaming experience for the average consumer?

PROBLEM

As the live TV streaming market boomed, YouTube TV sought to differentiate themselves within the US market across five core intents. In order to do this, YouTube’s UX Research team partnered with Conifer Research to explore the customer experience across six competing platforms and identify opportunity areas for a market snatch up.

ROLE

I worked as a researcher on a team of two to scope, plan, and execute this 16 week project. My responsibilities spanned aspects of the project from recruitment to delivery, writing research protocols, leading in-person and remote interviews, facilitating client ideation sessions, and translating insights into actionable recommendations for different audiences internal to YouTube and Google.

APPROACH

Through a longitudinal diary study via dscout, and remote and in-home interviews with 35 participants across two markets, we gained an in depth understanding of how live TV subscribers use their services. We sought to better understand the role of watching content live, the path to subscription and conversion, and the delights and pain points of each service. This data gathering culminated in a series of client workshops, short immersive films, and a set of companion insight summary decks detailing each opportunity area.

IMPACT

YouTube’s UX Research team used our extensive package of insights and research artifacts as their foundational competitive landscape knowledge base. They have since contracted with the agency I consulted at for two more lengthy research projects as they seek to expand their portfolio of products.