Case Study
Driving adoption of a sports league’s DTC products
The challenge:
A professional sports league’s app and streaming service faced significant competitive challenges from multi-sport apps, traditional sports networks, and streaming services. They needed a comprehensive product strategy to keep the league’s fans inside the league’s ecosystem.
They sought to better understand their app and streaming service’s positioning within the market, the barriers to fans using these products, and the product and messaging levers that could drive fans to their products over competitors.
Our approach:
- Qualitative focus groups with users and non-users informed a follow-up quantitative survey to size audiences, validate hypotheses, and assess feature and positioning appeal at scale.
- Analysis focused on profiling target consumers, evaluating which features and value-add capabilities drive consideration, and testing messaging themes that differentiate each product from competitors.
The result:
- Clear audience profiles for each product, detailing who the priority targets are and how to appeal to them emotionally and behaviorally.
- Baseline understanding of product perceptions, establishing how users and non-users currently view the live-streaming offerings and where awareness or clarity gaps exist.
- Specific guidance on differentiation levers, identifying which features, value-adds, and messaging themes most increase consideration and help each product stand out among target consumers.
