Lesson 1Direct and indirect competitors: short-form platforms and social video (TikTok, YouTube, Snapchat)Map the competitive set across long-form streamers, short-form platforms, and social video. Understand how TikTok, YouTube, and Snapchat compete for attention, ad dollars, creators, and viewing occasions with traditional streaming services.
Attention share vs traditional streamingTikTok’s algorithm and content loopsYouTube’s ecosystem and creator economySnapchat’s Discover and chat behavioursCross-posting, clips, and funnel dynamicsLesson 2How to synthesize research into 5–10 bullet insights for a launch briefLearn to condense complex research into a concise, executive-ready launch brief. Practice turning data into 5–10 sharp bullets that clarify audience, opportunity, positioning, risks, and must-have tactics for go-to-market teams.
Define the core launch objective firstTranslate data points into audience truthsPrioritize 5–10 non-overlapping insightsFlag risks, unknowns, and test hypothesesAlign bullets to marketing and product leversLesson 3Competitive feature benchmarking: pricing tiers, content exclusives, UX features, recommendation enginesBenchmark competitors on pricing, content, and product experience. Compare tiers, exclusives, UX flows, and recommendation engines to identify white space, table stakes, and differentiators that can guide your own feature and offer roadmap.
Mapping pricing tiers and value laddersCatalogue depth, exclusives, and originalsOnboarding, profiles, and parental toolsSearch, discovery, and recommendation UXAd experience, formats, and frequencyLesson 4Trend signals to watch: ad-supported tiers, micro-subscriptions, creator-driven content, short-form premiumExplore emerging signals shaping U.S. streaming, from ad-supported tiers to micro-subscriptions and creator-led formats. Learn how short-form premium and hybrid models reshape pricing, packaging, and audience expectations.
Growth of ad-supported subscription tiersRise of micro-subscriptions and add-on bundlesCreator-led channels and branded hubsShort-form premium and windowing tacticsHybrid monetization and ARPU impactLesson 5Landscape of major U.S. streaming competitors (Netflix, Amazon Prime Video, Disney+, Hulu, Max, Peacock, niche platforms)Survey the major U.S. streaming players and their strategic positions. Compare Netflix, Prime Video, Disney+, Hulu, Max, Peacock, and niche services on catalogue, brand, target segments, monetization models, and differentiation angles.
Positioning of top generalist platformsFamily, fandom, and franchise strategiesSports, news, and live event offeringsNiche and genre-focused streamersPartnerships, bundles, and device dealsLesson 6Data sources and research methods: using public reports, Nielsen, MIDiA, Statista, Pew Research, app store analyticsLearn where to find reliable streaming market data and how to evaluate its quality. Use public reports, Nielsen, MIDiA, Statista, Pew, and app store analytics to triangulate audience size, engagement, sentiment, and monetization potential.
Evaluating data reliability and biasUsing Nielsen and panel-based metricsLeveraging MIDiA, Statista, and Pew dataMining app store reviews and rankingsCombining quant data with qual insightsLesson 7Behavioural segmentation within 18–35: Gen Z vs millennials—values, discovery habits, platform loyaltiesSegment 18–35 audiences by attitudes and behaviours, not just age. Compare Gen Z and millennials on values, discovery habits, and loyalty drivers to design tailored messaging, content mixes, and platform experiences for each cohort.
Gen Z vs millennial mindset and valuesDiscovery channels and influence pathwaysSubscription drivers and churn triggersPlatform loyalty and multi-homing patternsPersonas built from behavioural clustersLesson 8Interpreting 18–35 media consumption studies: time-of-day, device usage, content format preferencesInterpret media consumption studies for 18–35-year-olds, focusing on when, where, and how they watch. Analyze time-of-day, device mix, and format preferences to inform scheduling, creative formats, ad loads, and product feature priorities.
Time-of-day and day-of-week viewingMobile vs CTV vs desktop behavioursShort-form vs long-form session patternsCo-viewing, background, and lean-in modesImplications for ad loads and formats
