What metrics would you use to evaluate AT&T's DirecTV streaming service?

Introduction

Evaluating AT&T's DirecTV streaming service requires a comprehensive approach to product success metrics. To address this challenge effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders. This approach will help us gain a holistic view of the service's performance and identify areas for improvement.

Step 1

Product Context

AT&T's DirecTV streaming service is a direct-to-consumer over-the-top (OTT) platform that offers live TV and on-demand content. It competes in the crowded streaming market against traditional cable providers, other OTT services like YouTube TV and Hulu + Live TV, and on-demand platforms like Netflix and Amazon Prime Video.

Key stakeholders include:

1. Consumers: Seeking affordable, flexible access to live TV and on-demand content
2. Content providers: Looking for distribution and revenue
3. AT&T shareholders: Expecting growth and profitability
4. Advertisers: Targeting specific audience segments

User flow typically involves:

1. Sign-up and account creation
2. Content discovery through browsing or search
3. Viewing selected content (live or on-demand)
4. Engagement with additional features (e.g., DVR, recommendations)

The service fits into AT&T's broader strategy of leveraging its telecommunications infrastructure and customer base to expand into media and entertainment. It aims to reduce churn in AT&T's core business while creating new revenue streams.

Compared to competitors, DirecTV streaming offers a more traditional cable-like experience with a comprehensive channel lineup. However, it faces challenges in differentiating itself in a market where cord-cutting and à la carte content selection are increasingly popular.

In terms of product lifecycle, DirecTV streaming is in the growth stage, having evolved from its satellite TV roots but still working to establish itself as a leader in the streaming space.