The rise of mobile technology and social media has pushed the television industry into a period of rapid and dramatic change. Long gone are the days when a select group of broadcast and cable networks claimed the primetime attention of every American viewer. In the modern age of pervasive entertainment, television networks must compete not only with their industry peers, but with a vast array of free, subscription, user-generated, and viral content online. Today, homemade cat videos represent a viable entertainment alternative to long-form, episodic content.
Turner’s flagship brands, TNT and TBS, knew they needed to offer viewers the ability to watch the programming of their choice whenever and wherever they happen to be, and it had to be a premium experience. This new segment of viewers—those who’ve “binge-watched” their favorite shows online—is increasingly motivated to tune in to traditional, or linear, television to catch (or record) the latest episodes.
It was critical, Turner executives knew, for their networks to better support their audiences’ new, multi-modal television viewing experience. Leveraging the diverse skills of Continuum’s team, Turner set out to define a multiplatform viewing experience that would engage viewers and create an enhanced brand experience.
Research & Insights
Research & Insights
Entertainment Should Feel Easy
Our qualitative research revealed that most online TV experiences lacked the simple and easy feel of linear television. No longer could you simply hit a power button or channel up on the remote. Complex navigation schemes and tedious login requirements made streaming online television feel like more work than it was worth.
Continuum developed the concept for Turner’s new online viewing platform, including the critical documentation and core design assets. This new platform is optimized for the key forms of connected devices (laptops, tablets, smartphones, smart TVs), and offers Turner’s online audiences a viewing experience that is effortless, individualized, and interactive.
Turner launched the first two components of this new online viewing platform, the TBS.com and TNTDrama.com sites, in June of 2014. After making the switch, both sites experienced a significant increase in viewership.
Turner programming has experienced triple digit increases in viewership when comparing year-over-year results. Site tracking shows that viewers are able to successfully navigate to desired content with greater speed and accuracy. People using the platform to watch the NBA All-Star game increased 145%, and total video starts grew by 37%. All and all, an impressive beginning.