Finding out why kids were leaving, and winning them back
Children's online viewing in Germany was growing fast. YouTube was capturing attention and streaming was becoming a habit, but the Nick app was stagnating. Downloads had plateaued and usage was inconsistent.
Nobody had a clear picture of how 6 to 13 year olds actually watched, what drew them to one platform over another, or where Nick was losing them. Two questions had to be answered at once: why existing users weren't coming back, and why new ones weren't arriving.
I designed a programme where each stage built on the last, and where children's real behaviour, not their recall, drove the conclusions. Diary studies and in-home interviews showed that what children said they watched and what they actually watched were different. Younger children were interviewed with a parent and older ones in friendship pairs, which produced far more honest accounts.
I turned the findings into personas for a cross-functional team spanning Product, Marketing, Content and executive management. A discovery workshop turned them into prioritised problems. A nationally representative survey then mapped how children moved across devices and platforms. A solutions workshop turned it all into specific actions with owners.
App engagement and return visits rose, and better-targeted marketing brought in more new users. The same insight also built the commercial case for placing Nick content on Magenta TV.
Want more from the AI you've rolled out? The same question applies: what really drives its use? That's where AI Value Uplift starts.
Tell me where you're starting from. A short note is enough.
