How do audiences globally consume and think about media?

A major UK broadcaster wanted to evaluate their content, franchising and platform strategies in key overseas markets, but lacked local knowledge about media behaviours and attitudes.

We designed a solution across 9 markets that offered the flexibility to allow for bespoke regional segmentations, eg China.  We focused on content and franchise relationships viewed through the lens of our client’s master brand and key genres.

The segmentation solution was based on attitudes towards short and long form content, served by third parties including YouTube and VOD services.

Through this work, our client has been able to demonstrate the value that its content and franchises bring to third parties, to support its content sales.

We delivered the findings through stakeholder workshops, segmentation speed dating and active debriefing, to ensure full buy-in across the global teams.