The Hole
2022
The Hole is a stand-up comedy streaming platform owned by Medium Quality, a production company known for creating stand-up shows with tens of millions of views across various platforms. Previously, all shows were released on YouTube, but the company aimed to transition its audience to its own streaming platform.
Objective: I joined the project during its MVP stage, when an outsourced team had already launched a basic version of the platform. The key challenge transition a highly engaged YouTube audience to a standalone streaming platform while maintaining YouTube-level UX standards and providing enough incentive for users to switch.
Solution: Conducted in-depth feature analysis based on:
• User research & feature analysis – Conducted App Store review analysis and user interviews to identify pain points and expectations.
• Feature prioritization – Defined and implemented key functionalities that motivated users to migrate.
• UX improvements – Enhanced usability to match or exceed YouTube’s experience.
Result:
• MAU growth from 100,000 to 1 million in just six months.
• Average weekly watch time more than doubled, from 1.5 to 3.5 hours per user.
