Add picture-in-picture so viewers can multitask

• WHO: Digital & CRO teams  
• INDUSTRY: Media & Entertainment  
• IMPACTED PAGES: Mobile app pages 

Experiment 1: Adding Picture-in-Picture to the mobile app

Hypothesis: If we add Picture-in-Picture to the mobile app, then users will view more content because they can keep watching even when multitasking.

Results:

• Increase in content minutes watched
• Increase in ad impressions 

Takeaways: 

1. PiP reduced interruptions as users minimized less and continued watching while multitasking. 
2. Content viewing, including ads, increased. Balancing customer satisfaction with business needs. 

Experiment 2: Reducing the autoplay countdown between episodes

Hypothesis: If we reduce the autoplay countdown between episodes, then users will stay more engaged because shorter waits keep attention high. 

Results:

• Increase in views
• Increase in engagement  

Takeaways: 

1. Testing different countdown lengths showed shorter timers kept users engaged longer. 
2. The uplift was stronger than expected, proving small timing changes can significantly shift behaviour without new content. 

Mobile users are not smaller desktop users 

They multitask, drop off faster, and respond to timing and interruption in ways desktop data does not capture. The Personalization Ideation Agent builds mobile experiences around how people actually consume content on their devices, not how you assume they do.