Spectrum's TV & Streaming Hub
The goal was to establish a unified ecosystem where customers can conveniently manage and independently access all TV and streaming services that are included in their TV package.
Background
Spectrum is a leading broadband communications company and the second-largest cable operator in the United States, offering a full suite of services including Spectrum Internet, TV, Voice, and Mobile. Spectrum TV packages include added value through included or discounted access to popular streaming platforms such as Hulu and Paramount+, along with on-demand access to hundreds of TV and streaming apps.
The problem? 👎
With over 36 monthly customer feedback surveys, 47% of the streaming feedback was related to lack of awareness. Not only did customers not know about these perks, there was no way for them to learn about them, activate their apps, or manage them without calling a customer rep.
The solution 🚀
Create a centralized hub where customers can easily view, manage, and upgrade all of their TV and streaming products in one place. The experience increases awareness of included perks while also enabling customers to discover new apps, purchase additional services, and manage everything through a single, intuitive interface.
The results 🎯
The centralized streaming hub increased visibility and engagement with included perks, leading to a 32% increase in streaming app activations and a 21% lift in add-on purchases. Customers who used the hub were able to manage their services more efficiently, resulting in a 25% reduction in support-related inquiries and higher overall satisfaction, with task completion rates improving by 40%.
The Process ↓
Discovery
The team and I did a comprehensive research phase to understand both user frustrations and business opportunities.
💡 We learned that there was a strong opportunity for customer relationship expansion across all lines of businesses
47% of our customers have only product but would be open to adding a new line of business (almost half of our existing customers!)
95% of current customers already have TV & Internet – while this may not appear to be a good opportunity, increasing this by even just 0.5% could be worth close to $90M in additional annual revenue.
Mapping our new experience
Previously, customers could only access their streaming services through the plan details page, which provided limited context and little guidance on how to manage subscriptions or upgrade and downgrade services. A la carte streaming options were also not clearly surfaced. This created a significant opportunity to reimagine the TV landing page—transforming it into a more intuitive, discovery-driven experience that supports key use cases such as managing existing services and exploring new TV and streaming apps.
Understanding the complexitiys we were dealing with
In some cases (like Max), an app can fit into many categories. The end result is always the same and the user can access the same content. The challenge is, the user will enter a unique buyflow depending on how they purchase and as a result, will end up managing the app differently. How can we make this less complicated for the user to understand and which output is most beneficial to the business?
Example purchase flow:
Designing with intention and strategy
Highlighting value and content and accounting for design constraints along the way
Even when certain streaming apps aren’t offered directly as inclusions or à la carte purchases, we can still surface them as part of bundled offerings. This same approach applies to channel add-ons and TV On Demand apps. By first showing customers the full range of content and services available—regardless of how they’re offered—we create a more intuitive, transparent experience that then clearly guides users toward the appropriate way to access or upgrade. This approach increases visibility for streaming partners, reduces confusion around available perks, and ensures customers have a complete, holistic view of everything included in their TV experience.
