The Fastest Path to Content Discovery
Project Graphene
Coupang Play is a Korean OTT streaming service operated by Coupang.
It offers a wide range of content, including dramas, movies, sports, and variety shows,
and has rapidly grown into one of Korea’s leading streaming platforms.
The team’s primary KPI is
Hooked Streamers
users who watch at least 4 hours of content per month.
Rather than simply increasing the number of visitors, our goal is to grow the number of users who become deeply engaged with the platform.
The core goal of our Discovery team is to help users find content they’ll love.
The easier it is for users to discover content that matches their interests and naturally transition into watching, the longer they stay engaged with the platform.
Research 1
First,
we needed to understand how users actually discover content.
We conducted interviews with both heavy and light users, segmented by their monthly viewing time.
We asked each group to walk us through their journey to finding the content they wanted to watch.
The interviews showed a clear difference in behavior between the two groups.
Users with longer viewing time had already decided what they wanted to watch before entering the platform. They researched content in advance through blog reviews and YouTube, then came to the platform to find and play that specific content—or simply resume something they had been watching.
Users with shorter viewing time tended to browse without a clear goal, clicking on posters that caught their attention. They would check the content detail page, and if it didn’t appeal to them, go back and repeat the same process.
Research 2
Secondly,
We looked at the data from users with higher conversion rates and longer viewing times.
As we analyzed the data, we found some interesting patterns.
We found that users who viewed more content detail pages tended to have longer viewing times.
We also found that users who watched the auto-playing trailers on the content detail page had higher conversion rates than those who skipped the trailers.
Based on research, users who explored information across a wider range of content—and gained a deeper understanding of individual titles—tended to have longer viewing times.
Design Focus