We ran online focus groups to understand current usage of SVOD services in South Africa, and potential need for British content. This was followed by an online quant survey to consolidate the findings and dig deeper into the pricing strategy for the brand. Thanks to a Conjoint module, we were able to identify the most important elements that need to be dialed up in comms, and the ideal price-point for the platform.


We confirmed the appetite for British content in the market by identifying Hot and Warm prospects, and detailing their profile and how to reach them best. We were also able to help the client optimise their offer by highlighting the elements most important in comms (for e.g. reinforcing 'hygiene factors' such as ease of cancellation, but also ability to download content to watch if offline), and by refining the pricing structure.