Launch case and success criteria for a Prime Video edition aimed at viewers 60+

Amazon is considering a version of its Prime Video streaming service designed for senior citizens, meaning people aged 60 and older. You are the product manager asked to evaluate the idea, both before a launch and after it. ### Clarifying Questions - What does "variant" mean here: a separate app, a separately priced plan, or a mode inside the existing Prime Video app? - Who is expected to pay: the older viewers themselves, or also adult children setting it up for a parent? - Which country or countries would launch first? - What does Amazon most want from this segment: new paying subscribers, lower churn among existing older members, or something else? ### Part 1 — What to study before launch Which parameters would you study to judge whether launching this variant for the 60+ segment is likely to succeed? ```hint Three separate questions Split the evidence into whether a real unmet need exists, whether this variant meets it better than the current app and the alternatives, and whether the economics work. Each needs different data and methods. ``` #### What This Part Should Cover - Need and demand: the size of the 60+ population and its sub-segments, current viewing habits, and the barriers specific to them. - Product fit and competition: what the variant changes compared with today's app, and what older viewers use instead. - Business viability: willingness to pay, who pays, incrementality versus cannibalization, and cost to serve. - How each parameter would actually be measured, with data, interviews, prototypes or surveys. ### Part 2 — Deciding whether it worked After launch, how would you conclude whether the variant is a success? ```hint Commit before the results Decide in advance which result would lead you to expand, change or stop, and what you will compare the variant's users against. ``` #### What This Part Should Cover - A primary success metric tied to the stated goal, with supporting and guardrail metrics. - A pilot or experiment design that isolates the variant's effect, including its effect on existing members. - Decision thresholds and a time horizon long enough to observe retention. ### What a Strong Answer Covers - Treating people over 60 as several distinct segments and choosing one to start with. - A clear link from each research parameter and metric to the launch or scale decision it informs. - Honest handling of incrementality: new value versus moving existing members to a different plan. - The accessibility, trust and support needs of older viewers, and the risk of a product that feels patronizing. ### Follow-up Questions - The pilot shows strong engagement, but most sign-ups were already Prime members who switched plans. Is that a success? - Many plans are bought by adult children for parents who rarely open the app. How do your metrics change? - If research shows the core need is simpler navigation, should this be a separate variant or an accessibility mode for everyone?