UKTV is a British multi-channel broadcaster owned by BBC Studios. Its well-known channel brands include Dave, Yesterday, Gold, Drama, Alibi, W and Eden, as well as UKTV Play, an on-demand platform. Before the pandemic already, the proliferation of streaming and on-demand TV services was having a massive impact on Free-To-Air (FTA) viewing behaviour. Yet, COVID-19 and the resulting lockdowns accelerated the shift to platforms like Netflix and iPlayer.
Given the size and pace of change in audience behaviour, UKTV wanted to refresh their understanding of these FTA audiences. To inform their future content and marketing strategy, they needed more insight into how to address the opportunities and challenges brought by this changing viewing behaviour.
This was a strategically important project for UKTV, and we responded with a robust multi-method approach which involved:
Workshops were held at key stages throughout the project to immerse the commercial and content teams in the findings of the research and, in particular, the behaviour of their high-priority segments.
We provided a comprehensive analysis of the FTA audience, gathering up-to-date insights. These allowed UKTV to substantiate/challenge their existing knowledge, shedding new light on emergent trends and behaviour. Our practical and commercially focused recommendations allowed the commercial, content and marketing teams to immediately apply the research findings. Several months later, the research is still being used as an important reference across the business.
We’d love to showcase what our Insight Communities can do for your brand. So get in touch to request your showcase!
Research communities, online discussions boards, bulletin boards, insight ecosystems… what’s in a name. In this bookzine, we bring clarity by defining four different community types, each linked to a concrete research need, illustrated with best practices.
Request your download
Written by Chloe Stevens / Graeme Lawrence
In collaboration with InSites Consulting, Haleon is evolving its Consumer Connects through a range of methodologies, allowing multiple teams to build empathy and get inspired for future innovation.
Written by Thomas Troch / Casey Howren
Over 1,200 beauty-product lovers are co-developing product innovations at L’Oréal via an InSites Consulting online insight community
Written by Mark Alvarez
InSites Consulting became L’Oréal’s top-scoring agency in 2019 by immersing its teams into the lives of 2,000 Hong Kong consumers