Netflix One

Challenge

College sports fans juggle multiple subscriptions and logins to follow live sports, esports, and the behind-the-scenes content they want. Coverage stays fragmented across services, and none deliver the immersive, insider access fans ask for. Meanwhile, 70% of Gen Z and Millennials already prefer streaming sports over cable, and esports and traditional sports audiences keep converging. Netflix needed a way to enter the live streaming market and capture this unmet student demand.

Process

Sized the market at $87.55B in live streaming (2023) with a $22.3B live sports segment (2024), and benchmarked YouTube TV, Twitch, ESPN+, and Hulu Live. Focused on college students ages 18 to 23 and built the persona Jack Dempsey from field interviews.

Mapped customer jobs, pains, and gains, then ran a value proposition canvas to pressure-test fit. Validated demand, pricing, and features across two surveys with 69 and 38 responses, and cut features the data did not support, including live chat and sports betting.

Solution

Positioned Netflix One, a one-stop hub that layers live sports and esports onto the existing Netflix Basic plan. Bundled multi-view camera angles, instant highlights and replays, and exclusive content: behind-the-scenes footage and mic'd-up interviews. Priced as a low-cost add-on with a student discount to fit tight budgets, backed by a business model canvas spanning league, stadium, and team partnerships plus subscription and ad revenue. Sequenced a three-phase rollout: pilot in select U.S. colleges and major events, optimize on beta feedback, then scale nationally through campus and social campaigns.

Results

Delivered a validated go-to-market strategy for a live sports and esports streaming add-on, grounded in two rounds of primary research and presented to a faculty panel. Survey data validated the concept: 81.2% rated the all-in-one idea appealing and 81.6% prioritized mic'd-up exclusive content as the top feature.