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Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)
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Transcript of Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)
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Case Study – Netflix (NFLX) April 2012
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Objectives
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Project objective tips
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• Keep scope narrow - Makes survey creation simpler, quicker - Makes data analysis actionable
• Keep objectives focused - Focus on key data needs, not “nice to have” info - Work backwards
• Consider writing or creating your report or presentation first to determine the questions you really need to ask
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End objectives
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• Which competing online video services do consumers use on a monthly basis? - [X%] of people visited Amazon & Hulu in the past 30 days
• How likely are Netflix subscribers to cancel their account in the next 90 days? - [X%] of current Netflix subscribers are moderately, very, or
extremely likely to cancel their subscription in the next 90 days
• Why did former Netflix users cancel their subscriptions? - [X, Y & Z] were the top reasons users cancelled their
subscriptions
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Project Summary
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Audience project summary
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• Survey population: 1,500 consumers • Targeting criteria
- Age: 18+ - Geography: all US - Gender: 50% male / 50% female
• Custom targeting - Seeking 500 Netflix subscribers
• Expecting roughly 33% of survey participants to be current Netflix subscribers
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Respondent Summary
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Project respondent makeup
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Survey Questions
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Survey question examples
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Survey question examples (cont’d)
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Survey question examples (cont’d)
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Survey Data
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Netflix cancellation expectations
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• ~14% of subscribers are Extremely or Very likely to cancel in the next 3-6 months
• The last time we ran the survey in Q4 2011, ~11% were Extremely or Very likely to cancel, which could map with seasonal patterns, but helps provide a trending view
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Popular video services
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• Youtube, Netflix & Facebook are the leaders in terms of online streaming video usage
• Monitoring trends on Hulu, HBO and Amazon provides helpful insight into the competitive landscape
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“Other” streaming video services
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• When consumers pick “Other” and add in a provider, we used text analysis to look at the top respondent reported services
• This can provide a helpful look at how consumers view a category, and identify up and coming services
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Why did former Netflix subscribers cancel?
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• The top reasons former subscribers reported cancelling their subscriptions in the past were: - Usage
- Price
- Content availability
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Conclusions
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Key conclusions
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• ~35% of our targeted population subscribes to Netflix • ~14% of Netflix subscribers are Extremely or Very likely to
cancel their subscription in the next 3-6 months - This should benchmark against a 2-3% monthly churn expectation
• Hulu has strong market share behind the top sites (Youtube, Netflix, Facebook) - HBO and Amazon still trail the leaders by a large margin Which
competing online video services do consumers use on a monthly basis?
• Usage and Price were #1 and #2 reasons why former subscribers cancelled - However, Content and Usage were the #1 and #2 reasons why
current subscribers would expect to cancel