Amazon Twitch

Challenge

Amazon Twitch is looking to invest in a Watch Party feature. Before they build it, they asked us to research the following:

- Understand the perception of watch parties from the viewers perspective.

- Understand user stories and scenarios that drive adoption

- Identify drivers (relative value of community/content/creator)

- Identify deterrents (friction) in viewer participation.

- Understand content selection decisions

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Solution

This qualitative research study evaluated the drivers, deterrents and overall experience of participants having partaken in the Guava Island watch party, Twitch Presents Pokémon marathon, or watch parties on the Rabb.it platform.

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Testing took place in 11 individual sessions in a usability lab. High-level findings (top-line) was delivered based on the study moderator’s observations and impressions from the testing sessions. These findings are centered on participant feedback regarding their experience with watch party-like experiences.

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Results

1. All participants found the value proposition of Twitch watch parties very appealing.

2. The streamer is the core of the experience - before the content, or the community

3. The drivers to joining a watch party are multiple

4. Participants expressed few deterrents to participating in a watch part

5. The ideal content for Watch Parties incites strong reactions from the streamer.