Fire TV, made of UK
Context
In the UK, content relevancy is the key driver for adoption and retention on Fire TV. Users are more likely to engage with the platform when they discover content that feels tailored to their interests. However, Fire TV has faced challenges in delivering highly relevant recommendations, as it lacks visibility into what users are watching within third-party SVOD and PBS apps.
Challenge
How can we shift the perception towards greater content relevancy in the UK when we lack direct data on what viewers like to watch?
Insight
Although Fire TV cannot track what users watch within their streaming services, it does know their location: the UK. The UK is home to a rich entertainment industry, with world-class studios, directors, writers, and actors. UK audiences, like viewers in many countries, have a strong cultural affinity for homegrown content. Just as French audiences gravitate toward French films, UK viewers naturally favor British-made TV shows and films.
Solution
To address this challenge, Fire TV will launch a UK content curation project, shifting from a genre-based recommendation model to a geography-first approach. This project will focus on curating collections of British-produced films and TV shows, ensuring that UK audiences see content that feels culturally relevant. By leveraging regional content as a key filter, Fire TV can strengthen its position as a platform that truly understands and caters to UK viewers, ultimately driving engagement and retention.
Role
Strategy, concepting, copywriting.