The Media Odyssey
TESTING & LEARNING: The CBC Case Study
Apr 24, 2025
Paul McGrath, Senior Director of Entertainment Strategy and Audience Development at CBC, shares the broadcaster's compelling transition to digital media. He reveals how CBC embraced YouTube as a key platform, resulting in a 65% increase in total watch time. Paul discusses the successful launch of CBC Gem and the effective 'test and learn' strategy that mitigated fears of content cannibalization. He emphasizes the importance of long-form content in audience engagement and details their innovative 'flywheel strategy' to connect with younger viewers and boost monetization.
38:29
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Quick takeaways
- CBC's test-and-learn approach allows for strategic experimentation with content distribution, fostering data-driven insights that improve overall engagement across platforms.
- The hybrid funding model enables CBC to effectively transition to digital media, maximizing audience reach while leveraging both advertising and government support for sustainability.
Deep dives
Embracing a Test-and-Learn Culture
Organizations can successfully adopt a test-and-learn approach to evaluate new strategies and initiatives while managing concerns about cannibalization. A culture that encourages experimentation allows teams to try out new ideas, such as exploring emerging platforms like YouTube, while being prepared to retract if resources are misallocated. This method requires open communication and consensus among senior leadership to implement new strategies while also ensuring organizational stability. The willingness to collect data during these experiments can yield valuable insights that help refine approaches and facilitate more informed decisions in the future.
