Why has the average watch time for Tubi's original content declined by 20% compared to the previous quarter?

Introduction

The decline in average watch time for Tubi's original content by 20% compared to the previous quarter is a significant issue that requires immediate attention. This metric is crucial for Tubi's success as it directly impacts user engagement, content value, and ultimately, revenue through ad impressions. I'll approach this problem systematically, focusing on identifying potential root causes, validating hypotheses, and developing both short-term and long-term solutions.

Step 1

Clarifying Questions (3 minutes)

• Looking at the timing, I'm thinking there might be seasonality at play. Has this decline been observed in previous years during the same quarter?

Why it matters: Seasonal patterns could explain the drop and inform our approach. Expected answer: No, this decline is unusual for this time of year. Impact on approach: If seasonal, we'd focus on content scheduling; if not, we'd investigate other factors.

• Considering user segments, I'm curious about the distribution of this decline. Is the 20% drop consistent across all user demographics, or is it more pronounced in specific groups?

Why it matters: Helps identify if the issue is universal or segment-specific. Expected answer: The decline is more significant among younger viewers (18-34). Impact on approach: We'd tailor our investigation and solutions to the most affected segments.

• Thinking about content, has there been a change in the type or genre of original content released this quarter compared to the previous one?

Why it matters: Content changes could directly impact watch time. Expected answer: There's been a shift towards more drama series and fewer comedies. Impact on approach: We'd analyze the performance of different genres and adjust our content strategy accordingly.

• Regarding user experience, have there been any recent updates to the platform's UI or recommendation algorithm?

Why it matters: UX changes can significantly affect user behavior and content discovery. Expected answer: A new recommendation algorithm was implemented at the start of the quarter. Impact on approach: We'd focus on analyzing the algorithm's performance and its impact on content discovery.