Media

Unlocking the Next Generation of Global Streaming Audiences

The global video streaming market is rapidly evolving, driven by younger audiences whose behaviors, preferences, and attention spans are reshaping the industry. With competition intensifying across platforms like Netflix, Disney+, Amazon Prime, TikTok, and YouTube, it has become imperative for streaming providers to deeply understand Gen Z and Millennial viewers.

Jasper Colin partnered with a leading entertainment brand to design and execute a large-scale study, uncovering emerging viewing habits, cultural influences, and ad receptivity across geographies.

Business Challenge

The client, a global streaming leader, faced three key challenges:

The company sought actionable segmentation and behavioral insights to inform product design, advertising strategies, and localized marketing campaigns.

Approach & Research Methodology

Immersion & Kickoff

Conducted stakeholder workshops with product, content, and ad-sales teams.
Reviewed internal CRM data, churn analytics, and market hypotheses to shape survey design.

Quantitative Survey (N=6,750)

750 respondents per country (U.S., Canada, Brazil, Mexico, U.K., France, Germany, Italy, Spain).
Audience: Nationally representative streamers aged 13–34, with quotas by age and gender.

Modules Covered

Screening & Profiling (age, gender, country, services used).
Streaming Journeys: Attention span, co-viewing, rituals, emotional engagement.
Platform Preferences: Service loyalty, content discovery, cross-platform spillover.
Advertising Perceptions: Ad tolerance, recall, cultural relevance.
Lifestyle Overlaps: Social media usage, gaming, online shopping, digital rituals.

Segmentation Analytics

Cluster analysis (k-means, latent class) to identify audience archetypes.
Cross-tabbed segments with ad preferences, co-viewing patterns, and device usage.
Integrated with CRM attributes like subscription tier, engagement levels, and churn risk.

Activation Enablement

Delivered typing tools for ongoing audience classification.
Developed segment-level personas and journey maps.
Created a content and ad-strategy roadmap for global rollout.

Key Findings

Our segmentation analysis revealed four core audience segments:

Cross-Segment Insights:

Over 60% stream while on social media, underscoring multi-screen behavior.
54% prefer ad-supported options, with tolerance hinging on placement and relevance.
68% use streaming to bond socially, while 59% say it connects them to cultural roots.
Netflix remains the anchor platform, but YouTube and TikTok drive discovery and secondary engagement.

Recommendations

Optimize Ad Placement: Limit ad frequency and align tone with content type (funny ads during comedy, serious during drama).
Cross-Platform Campaigns: Integrate TikTok and Instagram snippets to drive streaming content discovery.
Localized Messaging: Leverage cultural trends (e.g., Squid Game costumes, Barbie pink fashion, F1 influence from “Drive to Survive”).

Long-Term

Audience Segmentation Roadmap: Deploy segmentation models across CRM systems for personalized onboarding and retention journeys.
Content Strategy: Invest in emotional storytelling formats and co-viewing features that appeal to Gen Z’s social bonding.
Ad Innovation: Experiment with interactive ads and brand-integrated content to sustain engagement.

Impact

Way Forward: Jasper Colin’s Differentiator

By combining deep segmentation analytics, CRM integration, and cultural context, Jasper Colin empowered the client to move beyond raw data into actionable activation strategies. Our methodology ensured that insights weren’t just descriptive, but directly deployable across sales, content, and marketing functions.

Jasper Colin continues to partner with leading entertainment platforms to anticipate the next evolution of streaming behavior, ensuring brands remain ahead in an increasingly fragmented media landscape.