Objectives: • Use a 3-day EthnoBlog to gain a deeper understanding into consumer adoption of Live Streaming Services (Sling TV, Playstation Vue and DirecTV Now) to assess attraction to service, pain points and exploitable opportunities for Spectrum. Key areas to explore include, but are not limited to: o Understanding the journey to adopting live streaming services (both in addition to and in place of traditional TV provider) o Behaviors and usage with live streaming services o Comparison of live streaming experience to traditional TV (cable, satellite, telco) providers • 5 user segments will participate o Users of Playstation Vue o Users of DirecTV Now o Users of SlingTV o Spectrum users who are on the fence and considering a Live Streaming …show more content…
Why do you have a Live Streaming Service? What do you use it for? Give us a key example of when you use your Live Streaming Service. Fill in this thought… My Live Streaming Service is great for________, but not so great for ______. c. How long have you had your Live Streaming Service? d. Do you plan to continue subscribing to it? Why or why not? e. Think about your relationship to live streaming, do you feel like you are playing around/exploring/testing out the service, or do you feel more committed to it? Why do you say that? f. Before you had your Live Streaming Service, did you access live TV? How did you watch live TV? Did you have cable or satellite? Did you have a different streaming service? 7. YOUR EXPERIENCE: What’s your Live Streaming experience been like? Upload a picture that captures that essence of your Live Streaming Service experience (stay away from logos or pictures of TV or TV content). Why that picture? a. Thinking about your live streaming service, is there a word that captures your feeling towards it? Why do you feel this way? b. What do you love about your Live Streaming Service? Why? c. Is there anything that’s frustrating to you about your Live Streaming Service? Why does that bother you? (FOR LIVE STREAMING PLUS TRADITIONAL: make sure to explain for both …show more content…
If you had to summarize your advice in one headline you would say, “Check out _____ (name of live streaming brand) because ___________.” FOR LIVE STREAMING PLUS TRADITIONAL (Q13-15) 13. Why do you have both Live Streaming and Cable TV services? a. Which did you have first? b. Why did you decide to add the other? c. How do you use each service? Why do you use them in this way? Please give an example. d. What’s the benefit to you of having the Live Streaming Service and what’s the benefit of the Cable TV service (answer both) e. Which is considered primary and which is considered supplemental? Why? 14. Now, let’s turn the tables. Imagine you had another friend who was thinking about getting your brand of cable/satellite TV. They ask you for your advice, what would you tell them? a. What has your experience been with the Cable/Satellite brand? b. What wooed you to that Cable/Satellite brand? What keeps you sticking with them? c. What do you really love about your Cable/Satellite TV provider that you don’t get from Live Streaming? d. What about cable/satellite TV could you not live without? e. If you had to summarize your feelings in one headline you would say, “Check out this brand because