what metrics would you use to evaluate masterclass's user engagement with video content?

Introduction

Evaluating user engagement with video content on Masterclass is crucial for understanding the platform's effectiveness and user satisfaction. To approach this product success metrics problem effectively, I'll follow a structured framework that covers core metrics, supporting indicators, and risk factors while considering all key stakeholders.

Step 1

Product Context

Masterclass is an online education platform that offers video-based courses taught by world-renowned experts in various fields. The product we're focusing on is the video content delivery system, which is core to the Masterclass experience.

Key stakeholders include:

1. Users (students): Seeking high-quality, engaging educational content
2. Instructors: Aiming to effectively share their expertise
3. Masterclass business team: Focused on user acquisition, retention, and revenue
4. Content production team: Responsible for creating compelling video content

User flow:

1. Course selection: Users browse and choose courses
2. Video consumption: Users watch video lessons, typically 10-20 minutes long
3. Supplementary materials: Users access workbooks, assignments, or community discussions
4. Progress tracking: Users monitor their course completion and achievements

Masterclass's strategy revolves around providing premium, celebrity-taught courses to a mass audience. This differentiates them from competitors like Coursera or Udemy, which offer more academic or skill-specific content.

The product is in the growth stage of its lifecycle, with a focus on expanding course offerings and improving user engagement to drive subscriptions.