Supercharging streaming
with Jobs to be Done
The Insight Challenge
With linear audiences declining and nearly half the population disengaged from ITV in a typical week, the growth of ITVX was crucial to the brand’s future. To develop effective growth strategies, ITV needed to understand what drives high-value audiences to choose one streaming service over another — and unify marketing, editorial and product teams around a single, data-driven approach.
The project we crafted
A highly ambitious two-workstream insight programme was designed — fusing Jobs-to-be-Done segmentation, ethnographic research and first and third-party data across 7,000+ viewers — to define ITVX's highest-value growth audiences and the strategies to attract them..
A week-long TV switching diary study with 800+ entries, exploratory user interviews and multiple surveys — identifying 100+ underlying audience motivations and prioritising a hierarchy of 25 key Jobs-to-be-Done using MaxDiff analytics and the Outcome-Driven Innovation framework
A JTBD-based market segmentation clustering viewers into seven distinct groups — each represented by an aspirational Job — with AI-enhanced, multi-page Personas highlighting pain points, Switching Forces and emotional, social and contextual influences
A parallel commercial value segmentation — fused with first-party and YouGov Profiles data across 7,000+ viewers — creating a single, unified data platform linking audience needs with commercial opportunity at an unprecedented scale
Outcomes
A transformative insight resource that unified commercial, product, marketing and content teams around a shared growth strategy — defining ITVX's target audiences, informing proposition development and creating an unrivalled data platform for targeting and activating high-value segments.
“These two segmentations ensure that we are building propositions and features that not only appeal to the core needs of our viewers but they will also deliver the greatest value back to ITV.”
Direct of Product, Growth, ITVX