The Challenge
TV360 is a digital television platform undergoing a transformation, yet it lacks clear data on user behavior and has not identified its key audience segments.
At the start of the project, we faced a research challenge: how to segment potential user groups in an OTT market fragmented by social media, traditional TV, and other content platforms. Understanding who could form a long-term attachment to the platform was the first step toward building an effective content strategy.
The Solution
We conducted a multi-layered user behavior study, identifying audience segments with high long-term growth potential and stable viewing habits.
Based on these insights, we developed a content framework aligned with the user lifecycle, enabling the brand to understand each stage of behavioral transition and its corresponding content needs. This became the foundation for TV360 to shape its future positioning strategy — moving from simply providing content to truly defining its identity within the digital content industry.
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