Understanding OTT audience preference & demands

CASE STUDY

Industry: Entertainment | Product: VEMOX

OPPORTUNITY:  

Acquire new subscribers. VEMOX, the on-demand streaming platform by Olympusat, a broadcast media company, has designed an OTT platform targeting the US Spanish population, with the vision of selling media advertising.  However, as the first stage to achieve that goal, they needed to launch VEMOX successfully, but how? Capturing the attention of the Hispanic audience in the US territory as potential subscribers. Nevertheless, after reviewing the platform content, as well as that of their major competitors, I noticed that the VEMOX platform offered a variety of Spanish content but lacked new content to attract its target market. That was the year of the Spanish titles' booming, and the audience was starving for content featuring their favorite characters, the Money Heist actors.

Based on that finding, we made the following recommendations to the Olympusat Content team to provide the right content for the platform's "niche", which was: select fresh titles featuring the most trending Spanish actors, and music concert content as added-value entertainment. These recommendations aim to present strong content that promotes VEMOX on social media as a strategy to support our marketing efforts.

In short, for a better understanding of your audience, focus on segmentation with special attention to their behavioral characteristics (such as the frequency of watching streaming content) & psychographic characteristics (lifestyle & personal values; what motivates them).

PLAN:

Develop an aggressive social media campaign, incorporating an A/B testing strategy, targeting states with significant Hispanic populations and the fastest-growing in the US that are avid fans of OTT content, according to Spanish language preferences, and the availability of Spanish TV.

RESULTS:

91% target market reach in the first week of the campaign.

https://www.olympusat.com/es/olyott/