Case Study: Discovery Channel achieves real-time viewer insights and smarter programming decisions with Toluna

Discovery Channel - Customer Case Study

Discovery Channel, the world’s #1 non-fiction media company reaching 2 billion subscribers and viewers, needed to combine traditional research, subscriber/viewership data and social media insights to better understand viewer satisfaction, attitudes and multi-screen behaviors. To extend research beyond ad-hoc surveys they built the branded TalktoDiscovery community and partnered with Toluna, using Toluna Communities and Toluna’s Panel Portal to gather ongoing feedback from core viewers.

Toluna delivered a community-driven solution plus access to its global respondent panel and Panel Portal, enabling Discovery Channel to continuously track usage and attitudinal metrics over time, target segments like parents, run promo and ad recognition tests, and host qualitative discussions around new trailers. As a result, Discovery gained richer, actionable insights—uncovering viewing frequency and channel habits, parental viewing rules, and what makes their popular “survival” shows work—allowing data-driven programming, optimized content decisions and faster promo testing with both core viewers and the broader population.

Discovery Channel