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Audience Strategy

DirecTV — Audience Intelligence

Segments DirecTV's subscriber base by behavioural archetype, content affinity, and revenue tier — feeding a command-centre dashboard for the audience team.

Dashboard

Interactive KPI dashboard — the live working version embedded below.

Full Report

Full deep-dive analysis with methodology, findings, and recommendations.

Sample Data

A live preview of the raw sample data used in this analysis. Use the download tab for the full file.

Sheet Overview · showing 11 rows.
DirecTV Audience Intelligence & Segmentation — Sample Dataset
OBT Advanced Analytics | May 2026
SheetModelDescriptionRows
Propensity_RawPropensity ModelingHousehold-level features and propensity scores30
Propensity_PerformancePropensity ModelingTier performance metrics for budget decisions5
LookAlike_SeedsLook-Alike ModelingSeed subscriber profiles (top LTV decile)20
LookAlike_ProspectsLook-Alike ModelingScored prospect households30
LookAlike_PerformanceLook-Alike ModelingSegment performance by similarity band5
Behavioral_SubscribersBehavioral ClusteringSubscriber behavioral feature matrix30
Behavioral_ClustersBehavioral ClusteringCluster profiles and campaign assignments7
Combined_ROIAll ModelsCombined ROI summary4
Sheet Propensity_Raw · showing 30 rows.
Household_IDStateAge_BandHH_Income_BandHas_InternetCurrent_ProviderContent_PrefPrior_DTV_CustomerCredit_Score_BandBroadband_SpeedNum_TVsZip_Median_IncomePropensity_ScorePropensity_TierPredicted_ActionModel_Confidence
HH_001CA35-44$75-100KYSpectrumSportsN670-739100-500Mbps3820000.91Very HighSubscribe97%
HH_002TX45-54$100-150KYAT&TDramaY740-799500Mbps+4950000.84Very HighSubscribe94%
HH_003FL55-64$40-75KYComcastNewsN580-66925-100Mbps2580000.73HighSubscribe89%
HH_004NY25-34$150K+YYouTube TVMoviesY800+500Mbps+31180000.88Very HighSubscribe96%
HH_005OH65+$40-75KNNoneFamilyN580-669<25Mbps2510000.21LowRetain71%
HH_006GA35-44$75-100KYComcastSportsY670-739100-500Mbps3740000.79HighSubscribe91%
HH_007CA18-24<$40KYNoneMixedN300-57925-100Mbps1420000.12Very LowChurn Risk68%
HH_008TX55-64$100-150KYAT&TSportsN740-799100-500Mbps4880000.67HighSubscribe87%
HH_009FL45-54$40-75KYSpectrumFamilyY670-73925-100Mbps3620000.54MediumRetain82%
HH_010NY65+$75-100KNNoneNewsN580-669<25Mbps2710000.34LowRetain74%
HH_011OH35-44$150K+YYouTube TVDramaY800+500Mbps+41050000.93Very HighSubscribe97%
HH_012GA25-34$40-75KYComcastMixedN580-66925-100Mbps2550000.41MediumUpgrade78%
HH_013CA55-64$100-150KYSpectrumMoviesY740-799100-500Mbps3910000.76HighSubscribe90%
HH_014TX18-24<$40KYNoneMixedN300-57925-100Mbps1380000.08Very LowChurn Risk68%
HH_015FL35-44$75-100KYAT&TDramaN670-739100-500Mbps2770000.62HighSubscribe85%
HH_016NY45-54$150K+YYouTube TVSportsY800+500Mbps+41220000.86Very HighSubscribe95%
HH_017OH25-34$40-75KYComcastFamilyN580-66925-100Mbps2540000.47MediumUpgrade80%
HH_018GA65+$40-75KNNoneNewsN580-669<25Mbps1490000.18Very LowChurn Risk69%
HH_019CA45-54$100-150KYSpectrumSportsY740-799100-500Mbps3930000.82Very HighSubscribe93%
HH_020TX35-44$75-100KYAT&TDramaN670-739100-500Mbps2790000.58MediumRetain83%
HH_021FL55-64$150K+YYouTube TVMoviesY800+500Mbps+41150000.89Very HighSubscribe96%
HH_022NY18-24<$40KYNoneMixedN300-57925-100Mbps1410000.15Very LowChurn Risk68%
HH_023OH45-54$100-150KYComcastSportsY740-799100-500Mbps3860000.71HighSubscribe88%
HH_024GA25-34$40-75KYSpectrumFamilyN580-66925-100Mbps2570000.44MediumUpgrade79%
HH_025CA65+$75-100KNNoneNewsN670-739<25Mbps2680000.28LowRetain73%
HH_026TX35-44$150K+YYouTube TVSportsY800+500Mbps+41110000.97Very HighSubscribe97%
HH_027FL45-54$40-75KYAT&TDramaN580-66925-100Mbps2610000.37LowRetain75%
HH_028NY55-64$100-150KYComcastMoviesY740-799100-500Mbps3890000.65HighSubscribe86%
HH_029OH18-24<$40KYNoneMixedN300-57925-100Mbps1400000.04Very LowChurn Risk68%
HH_030GA35-44$75-100KYSpectrumFamilyY670-739100-500Mbps3760000.55MediumRetain81%
Sheet Propensity_Performance · showing 6 rows.
TierScore_RangeHouseholds_MConv_Rate_PctCPL_$CPA_$Budget_Allocation_PctMonthly_Budget_$Monthly_AcquisitionsAnnual_Revenue_$MStatus
Very Low0.0-0.232.80.004820000000EXCLUDE
Low0.2-0.4290.0122218330.0564000029090.909090909130.3709090909091TEST ONLY
Medium0.4-0.631.60.048469580.15192000041739.130434782643.575652173913SELECTIVE
High0.6-0.825.20.124645160.4557600009000093.96PRIORITIZE
Very High0.8-1.09.80.317782460.35448000057435.897435897459.9630769230769MAXIMIZE
TOTAL128.4112800000218265.936961589227.869638187899
Sheet LookAlike_Seeds · showing 20 rows.
Seed_IDStateAge_BandTenure_YearsARPU_$LTV_$Content_ProfileTop_GenrePlatform_UsageNPS_ScoreReferrals_MadeFeature_Adoption_CountLTV_Tier
SEED_001CA45-54101185820Sports + MoviesSportsWeb + Mobile9411Top 10% Decile
SEED_002TX55-64121266380Sports + Live TVSportsMobile + CTV10614Top 10% Decile
SEED_003FL35-4481124960Drama + MoviesDramaWeb + Mobile9310Top 10% Decile
SEED_004NY45-54111246240News + Live TVNewsCTV + Web8212Top 10% Decile
SEED_005OH55-6491085040Family + DVRFamilyCTV959Top 10% Decile
SEED_006GA35-4471024020Sports + DramaSportsMobile838Top 10% Decile
SEED_007CA45-54101205960Movies + VODMoviesWeb + CTV9411Top 10% Decile
SEED_008TX55-64111286400Sports + Live TVSportsCTV + Mobile10715Top 10% Decile
SEED_009FL65+121165760News + FamilyNewsCTV8210Top 10% Decile
SEED_010NY35-448984120Drama + MoviesDramaWeb + Mobile949Top 10% Decile
SEED_011OH45-5491065180Sports + Live TVSportsMobile + CTV9512Top 10% Decile
SEED_012GA55-64101145620Family + DVRFamilyCTV8310Top 10% Decile
SEED_013CA35-447963980MixedMoviesWeb828Top 10% Decile
SEED_014TX45-54101226100Sports + DramaSportsCTV + Web9513Top 10% Decile
SEED_015FL55-64111185840News + Live TVNewsCTV9311Top 10% Decile
SEED_016NY65+121266340Sports + MoviesSportsCTV + Mobile10614Top 10% Decile
SEED_017OH35-446943820Drama + FamilyDramaWeb + Mobile827Top 10% Decile
SEED_018GA45-5491085280Mixed + VODMoviesWeb + CTV9410Top 10% Decile
SEED_019CA55-64101165700Sports + Live TVSportsMobile9512Top 10% Decile
SEED_020TX65+121246180News + FamilyNewsCTV8211Top 10% Decile
Sheet LookAlike_Prospects · showing 30 rows.
Prospect_IDStateAge_BandHH_Income_BandHas_InternetContent_AffinitySimilarity_ScoreSimilarity_BandPredicted_LTV_$Predicted_Tenure_YrsPredicted_ARPU_$Closest_SeedCampaign_PriorityRecommended_Channel
PROS_001CA35-44$75-100KYSports0.91Top Match48208.2114SEED_0011Direct Mail + Digital
PROS_002TX45-54$100-150KYSports0.87Top Match51209.1119SEED_0081Direct Mail + Digital
PROS_003FL55-64$40-75KYNews0.63High32406.498SEED_0093Digital
PROS_004NY35-44$150K+YDrama0.78Very High41807.8107SEED_0032Digital + TV
PROS_005OH25-34$40-75KYFamily0.52Medium26405.188SEED_0054Email + Social
PROS_006GA45-54$75-100KYSports0.82Very High45608112SEED_0142Digital + TV
PROS_007CA18-24<$40KYMovies0.38Low19203.874SEED_0135Email Only
PROS_008TX55-64$100-150KYSports0.89Top Match53809.6122SEED_0021Direct Mail + Digital
PROS_009FL45-54$75-100KYFamily0.61High31606.296SEED_0123Digital
PROS_010NY65+$100-150KNNews0.74High38207.2104SEED_0043Digital
PROS_011OH35-44$150K+YSports0.94Top Match564010.1128SEED_0081Direct Mail + Digital
PROS_012GA25-34$40-75KYDrama0.48Medium2580586SEED_0104Email + Social
PROS_013CA55-64$100-150KYMovies0.76Very High42408109SEED_0072Digital + TV
PROS_014TX18-24<$40KYMixed0.31Low16403.268SEED_0135Email Only
PROS_015FL35-44$75-100KYDrama0.67High34806.8100SEED_0033Digital
PROS_016NY45-54$150K+YSports0.92Top Match54809.8125SEED_0161Direct Mail + Digital
PROS_017OH25-34$40-75KYFamily0.46Medium24204.884SEED_0054Email + Social
PROS_018GA65+$40-75KNNews0.36Low17803.472SEED_0045Email Only
PROS_019CA45-54$100-150KYSports0.85Very High50209118SEED_0192Digital + TV
PROS_020TX35-44$75-100KYDrama0.57Medium28605.692SEED_0104Email + Social
PROS_021FL55-64$150K+YMovies0.88Top Match51809.3121SEED_0071Direct Mail + Digital
PROS_022NY18-24<$40KYMixed0.33Low17203.370SEED_0135Email Only
PROS_023OH45-54$100-150KYSports0.71High37607.1103SEED_0113Digital
PROS_024GA25-34$40-75KYFamily0.5Medium2560587SEED_0054Email + Social
PROS_025CA65+$75-100KNNews0.44Low23204.682SEED_0205Email Only
PROS_026TX35-44$150K+YSports0.93Top Match55609.9126SEED_0021Direct Mail + Digital
PROS_027FL45-54$40-75KYDrama0.4Low21204.178SEED_0105Email Only
PROS_028NY55-64$100-150KYMovies0.68High35406.9101SEED_0073Digital
PROS_029OH18-24<$40KYMixed0.35Low16803.269SEED_0135Email Only
PROS_030GA35-44$75-100KYFamily0.59Medium29405.893SEED_0124Email + Social
Sheet LookAlike_Performance · showing 6 rows.
Similarity_BandMin_ScoreMax_ScoreProspect_Count_KAvg_Predicted_LTV12M_Retention_PctUpsell_Rate_PctCampaign_ROASBudget_Recommended_$Expected_Annual_Revenue_$M
Top Match0.85148042100.910.4112.4x3200000456.0192
Very High0.750.8582038900.870.349.8x5400000744.7896
High0.60.75124032400.830.288.1x28000001074.4848
Medium0.450.6164027400.780.216.4x12000001335.4848
Low0.30.45162018900.710.144.1x2000001200.8088
TOTAL5800128000004811.5872
Sheet Behavioral_Subscribers · showing 30 rows.
Subscriber_IDAvg_Daily_HoursPct_LivePct_VODPct_SportsPct_NewsPct_MoviesPct_KidsBinge_Sessions_MoMobile_PctMorning_PctPrimetime_PctLateNight_PctWeekend_PctCluster_IDCluster_LabelARPU_$
SUB_0014.80.780.220.720.050.120.0230.280.150.620.140.520Sports Fanatic112
SUB_0025.10.820.180.760.040.10.0120.220.180.650.10.540Sports Fanatic118
SUB_0034.50.750.250.680.060.140.0330.30.160.60.160.50Sports Fanatic108
SUB_0045.30.830.170.80.030.10.0120.20.140.680.120.560Sports Fanatic122
SUB_0054.60.80.20.740.050.120.0230.250.150.630.130.510Sports Fanatic114
SUB_0066.20.180.820.120.050.380.08120.340.080.520.280.581Binge Watcher96
SUB_0077.10.120.880.080.040.440.06150.380.060.480.340.621Binge Watcher94
SUB_0085.80.220.780.140.060.360.1100.30.10.540.240.551Binge Watcher98
SUB_0096.50.150.850.10.050.40.07130.360.070.50.310.61Binge Watcher92
SUB_0105.50.20.80.120.050.350.09110.320.090.530.260.571Binge Watcher90
SUB_0113.80.450.550.150.10.180.3240.180.20.550.120.642Lean-Back Family86
SUB_0123.50.480.520.120.120.160.3830.150.220.520.10.682Lean-Back Family88
SUB_01340.420.580.180.080.20.2850.20.180.580.140.622Lean-Back Family84
SUB_0143.60.460.540.140.110.170.3540.160.210.540.110.662Lean-Back Family86
SUB_0152.80.720.280.080.580.120.0520.20.480.40.080.353News Seeker78
SUB_0163.10.680.320.060.620.10.0410.180.520.380.060.323News Seeker80
SUB_0172.60.750.250.090.550.140.0620.220.450.420.090.363News Seeker76
SUB_0182.90.70.30.070.60.110.0510.190.50.390.070.333News Seeker78
SUB_0191.40.520.480.180.140.220.120.250.220.440.180.44Budget Streamer60
SUB_0201.80.480.520.20.120.240.1230.280.20.460.20.424Budget Streamer64
SUB_0211.20.550.450.160.150.20.0820.220.240.420.160.384Budget Streamer58
SUB_0221.60.50.50.190.130.230.1120.260.210.450.190.414Budget Streamer62
SUB_0233.20.30.70.20.080.480.0660.280.050.350.520.445Late-Night Viewer84
SUB_0243.80.250.750.180.060.520.0580.320.040.320.560.465Late-Night Viewer86
SUB_0252.90.350.650.220.10.440.0850.240.060.380.480.425Late-Night Viewer82
SUB_0263.50.280.720.190.070.50.0670.30.050.340.540.455Late-Night Viewer84
SUB_0275.80.550.450.350.180.280.1280.480.280.560.220.586Multi-Screen PU118
SUB_0286.20.580.420.380.160.260.190.520.30.580.20.66Multi-Screen PU122
SUB_0295.50.520.480.320.20.30.1470.440.260.540.240.566Multi-Screen PU114
SUB_0305.90.560.440.360.170.270.1180.50.290.570.210.596Multi-Screen PU118
Sheet Behavioral_Clusters · showing 8 rows.
Cluster_IDCluster_LabelSubscriber_Count_MPct_of_BaseAvg_ARPU_$Avg_LTV_$Avg_Tenure_YrsChurn_Rate_PctTop_GenreKey_FeatureCurrent_CampaignOffer_TypeExpected_ROASRevenue_Contribution_$M
0Sports Fanatic1.80.1592920353982311243207.20.082SportsLive TVNFL Sunday TicketSports Bundle11.2x2419.2
1Binge Watcher2.10.1858407079646029428405.80.141DramaVODPremium VODContent Bundle9.4x2368.8
2Lean-Back Family1.60.1415929203539828831206.40.108FamilyDVRFamily SummerDVR + Family8.7x1689.6
3News Seeker1.20.1061946902654877821805.10.174NewsLive NewsNews+ LaunchNews Add-on7.2x1123.2
4Budget Streamer1.40.1238938053097356212403.20.286MixedBasic StreamPrice LockRetention Offer5.1x1041.6
5Late-Night Viewer0.90.0796460176991158426404.90.163MoviesOn-DemandOn-Demand PromoVOD Library8.1x907.2
6Multi-Screen PU1.30.11504424778761111851808.10.052MixedStream AppStream PremiumPlatform Upgrade12.4x1840.8
ALLSummary10.30.91150442477876190.85714285714293074.285714285715.814285714285720.14371428571428611390.4
Sheet Combined_ROI · showing 4 rows.
ModelAnnual_Cost_$MRevenue_Impact_$MNet_Benefit_$MROI_MultiplePayback_Period_Months
Propensity Modeling2.4156153.6650.184615384615385
Look-Alike Modeling1.8142140.278.88888888888890.152112676056338
Behavioral Clustering1.2114112.8950.126315789473684
Combined Suite5.4412406.676.29629629629630.157281553398058

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Source artefacts behind this analysis — case study writeups, raw data, and deliverable templates.

XLSX
DirecTV_Audience_Intelligence_Data.xlsx Excel Data · ~29 KB Download →
DOCX
DirecTV_Audience_Intelligence_Report.docx Word Document · ~28 KB Download →