1-on-1 Interviews
Why? Gain better insight into user frustrations, goals, needs and motivations
Survey
Why? Gain understanding of people's opinion on the broader scale
1-on-1 Interview
5/5 participants mentioned streaming video online is their favorite way to entertain as they can binge-watch whenever they want.
3/5 participants mentioned they watch movie on regular basic, especially at night when they have spare time to spend.
5/5 mentioned Covid-10 has accelerated their watch time because the lockdown, the change in their habits feel more comfortable to stay home.
5/5 participants are active users on Netflix because the high-definition quality, affordable plan & no ads in stream.
3/5 participants have watched movie on another platforms such as local websites because the availability of movie.
3/5 participants often watch movie on their mobile phone while 2/5 participants watch on desktop.
3/5 participants mentioned their top reason of subscribing platforms are: price, quality and the variety of content.
4/5 participants mentioned review and ratings, friend's recommendation, social media influences, favorite movie cast are primary factors when it comes to deciding what to watch because they feel seeing suggestion in app couldn't enough information how good or bad the movie/show really is.
4/5 participants mentioned they often discussed with their friends about movie and ask for their friend's recommendation because they feel more connected and more trust in their friend's opinion.
3/5 participants know new movies from their friends, social media post (Facebook) and media coverage.
2/5 participants watch movie together with their loved ones and they feel more connected as they can discuss with each others about the movie a long the way.
2/5 participants will pick movie based on Netflix's suggestion like Top movie in their country or trending movie.
3/5 participants sometimes feel lost in deciding what to watch in Netflix app because they need more context, information about the show. They often find more information from other source by looking for rating and review from IMDB or ask for others opinion. Besides they feel they didn't trust Netflix's algorithm recently as they keep seeing the app suggest their own film, they feel like other movies are being hidden.
3/5 participants complained about their favorite show keeps removed without noticing.
2/5 participants feel annoyed when they cannot sort out or filter their watchlist, as sometimes they want to organize into specific categories.
2/5 participants said they are disappointed when they cannot screenshot their favorite scenes and share it on social media to share their thoughts about the movie they are watching.
5/5 participants mentioned the quality of video and easy to use are what they feel pleasant about using Netflix as they can watch movie without taking much time to learn how to use the platform.
5/5 participants often share movie name or link with others on Facebook messengers or skype because they want to recommend their friends who might have the same preferences with them about a good movie/ shows.
4/5 participants watched movie based on their friend suggestions and feel quite nice as they can hold a conversation, engage with their friend about the movie.
4/5 participants mentioned they want to control on sharing content such as what and who they want to share with because they don't want their private life being exposed too much and they dont want being judge from other about their taste.
Survey
100% of respondents are Netflix active users. Other platforms: local movie websites, Hulu, Prime Video.
60% number of respondents have their own paid account while 37.5% used share account with their friends, family.
68.2% of respondents used mobile phone to watch Netflix while 59.1% participants used computer.
27.3% of respondents watched netflix everyday and many times a week.
Top 3 things people enjoy Netflix are: Content variety , high-streaming quality (40%) and the app is easy to use.
Top 3 things people dislike Netflix are: no review & ratings, time-consuming when making decision on what to watch, their favorite movie is removed.
50% of respondents take more than 15 minutes to decide what movie to watch.
68.2% of respondents chose movie based on friend or family 's recommendations while 63.6% relied on the post or story on social media's platform.
90% of respondents to their frequently share to their friends/ family about what they are currently watching.
72.7% of respondents share the content such as movie name, links, trailers through their chat/ direct message via 3rd party app like Facebook messenger, Instagram DM, Zalo, Skype.
84% of respondents watch movie based on their friend recommend most of the time.
90% of respondents agreed that it will be easier and save more time in searching movie if their friends or family recommend the movie to watch.
86.4% of respondents agreed they would connect with family & friends through Netflix and share what you are watching.
Ranking feature based on interest: Top 1: Review and rating Top 2: Recommendations from friends/family - A way to recommend movie to your friends/family within Netflix and vice versa) Top 3: Customize watchlist - Categorize and label the list like what they want