The Skinny

• A lot of Millennial and Gen Z viewers watch videos every day while they are working, commuting, and doing other daily activities.

• Media companies consider a second screen to be a mobile device used to access supplementary content while a viewer is watching television. Flipping this concept, we propose an app - Second Screen - that will enable users to stream Warner Media content on a second device while they’re doing their daily activities.

• The Second Screen app will make work and chores fun and provide options to improve the users’ productivity in their personal and professional lives.

There is a streaming war going on with the announcement of Disney and Apple’s streaming platforms in addition to the incumbents like Netflix and Amazon.

But this streaming war is primarily being fought on the strength of the content on the different platforms and not by offering the user anything new in terms of accessibility or convenience.

This strategy provides a way for Warner Media to break this herd mentality and gain valuable first mover advantage by providing users accessibility designed to be part of their millennial lifestyle.

What is a second screen 

The Second Screen app will include content from all of Warner Media’s properties including the likes of Warner Brothers movies, HBO, New Line Cinema, TNT etc. The content will include premium content such as new WB movies and the latest season of Game of Thrones.

However, there is a catch.

The premium content will only be available in Standard Definition (SD)

Users who want to watch new WB movies or the latest HBO shows in HD or Dolby Digital can watch them in the movie theaters or on premium apps like HBO Go or other avenues where Warner offers premium viewing of the content through syndication deals - such as Netflix.

While all streaming competitors such as Netflix or Disney are focusing on HD and upselling premium experiences to users, Second Screen will focus on the bottom layer of the viewing experience.

For a lot of young people who don’t have access to HBO or can not go to the movies to watch all the new movies, there is a feeling of missing out on the current and relevant conversations and the cool cliques.

The importance of being relevant by watching the latest episode of GOT is as important a social motivation as the premium viewing experience of the episode.

Unfortunately for young people, none of the streaming apps address this and these young people are happy to pay for this. This is a huge opportunity for Warner Media.

 Make viewing content Social

Users can chat, comment and share with others watching the same content, making viewing a fun, shared, social experience.
Since the app empowers users to watch content on a second screen, social interaction around the content is easy.

Watch together

Users can chat with friends and watch movies at the same time.

A one time code can be shared with friends who are not subscribers of Second Screen to enable them to watch the movie at the same time as the user, creating a social watching experience. This will also help in rapid user acquisition for Second Screen.

Improve your productivity

The Second Screen app will be designed to help users improve their productivity by making Warner Media content a part of their daily lives and yet execute better in their personal and professional lives.

Users will be able to configure the app to make boring tasks fun, make work engaging, increase face time with friends and other such enhancements that will make them more productive and happy.