Overview

A leading media and entertainment company was facing a critical challenge: while some of their shows were retaining audiences, others were losing ground as rival channels grew. To hold on to existing viewers and attract new ones, they needed to understand what really drives people’s choice and enjoyment of shows.

In essence, what makes a programme compelling enough to keep them watching? And how can these insights be used to guide the development of future content?

Approach

Straightforward surveys often fall short when it comes to understanding the drivers of choice and behaviour. People can tell you what they think matters, but these are often post-rationalised narratives that don’t capture the deeper processes influencing their decisions.

To uncover these, we needed to get beyond what people claim influences their enjoyment of shows. By using our proprietary technique, ReTrack™, to relive past viewing experiences we could identify the subtle psychological forces that pull people in, the moments that hold attention, and the hidden triggers that can cause audiences to switch off.

Output

Our research revealed a clear recipe for success: six factors that underpin why viewers are drawn to certain shows, stay engaged, or tune out. Crucially, we also decoded the psychology behind why these factors are influential and how they can be used to strengthen existing content and guide new commissions.

We also uncovered the components that make teasers and trailers work: what sparks curiosity, what falls flat, and how these short bursts of content can build anticipation across different show types.

Together, these insights provided a practical framework for developing future programmes, highlighting the elements they should include to succeed in a highly competitive landscape.