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Media ConsumptionStreaming vs Cable or Satellite
Lexi WilcoxMSMK 620: Marketing Analytics
Bellevue UniversityDr. Julia Cronin-Gilmore
December 22, 2015
Consumers 18 to 30 years old are more likely to use streaming subscriptions than cable or satellite because of convenience.
Hypothesis
Determine which services are utilized and their purpose. Determine if program availability is a factor in choice of
streaming versus cable or satellite. Determine if convenience is a factor in choice of streaming
versus cable or satellite. Determine if cost is a factor in choice of streaming versus cable
or satellite. Determine if additional service affect the choice of the
consumer. Determine if advertising affects the choice of the consumer. Determine demographics such as age & income to be able to
associate results with average subscription holder.
Objectives
Netflix and Youtube are utilized most. Consumers are likely using them to watch shows not
movies.
Determine which services are utilized and their purpose.
SlingTV
Other
Amazon Prime
Youtube
0 2 4 6 8 101214
Service vs Users24%
47%
24%6%
Hours Per Week Watching Shows
Less than 2 hours3-6 hours7-10 hours11+ hours
65%24%
12%
Hours Per Week Watching Movies
Less than 2 hours3-6 hours7-10 hours11+ hours
Program availability is a factor in choice of media consumption method.
Live TV, Live Sports, and Original Programming individually however seemed irrelevant.
Consumers like to be able to watch as much of a show as they want (binge watch)
Determine if program availability is a factor in choice of streaming versus
cable or satellite.
CostProgram Availability
ConvenienceCustomer Service
Ranked in order of importance
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 1 2 3 4 5 6 7 8
Live SportsLive TV 5
12
Does original programming af -fect decision?
YesNo
No- Convenience is NOT a factor. Most respondents said their primary method of media consumption is on their television in their home.
Determine if convenience is a factor in choice of streaming versus cable or satellite.
88%
12%
Device UsedTelevisioniPad or TabletSmartphone
100%
Where viewing takes placeHomeElsewhere
Yes, cost IS a factor however results show that the cost of cable/ satellite or streaming seems to be more relevant than internet.
Determine if cost is a factor in choice of streaming versus cable or satellite.
Strongly Agree
Agree
Neutral
Disagree
Strongly Disagree
0 1 2 3 4 5 6
Cost affects decision whether to utilize or not
Internet Cost
Cable/Stream-ing Cost
No, the ability to utilize a recording device like a DVR and customer service seemed irrelevant.
Determine if additional services affect the choice of the consumer.
89
Do you use a DVR?
YesNo
Strongly AgreeAgree
NeutralDisagree
Strongly Disagree
0 1 2 3 4 5 6 7
Provider Customer Service affects my decision
No. Respondents
Advertising doesn’t affect the choice. They don’t want to watch the ads but won’t pay extra to avoid.
Determine if advertising affects the choice of the consumer.
413
No. Respondents
Skip ads before videos
Mute Commercials
Upgrade the subscription to avoid commercials
0 2 4 6 8 101214
Ways to avoid advertising
No. Re-spondents
True (4)False (13)
Survey respondents were mostly in target age demo
Majority of income <$75,000 so cost factor could be contributed to that.
Determine demographics such as age & income to be able to associate results with average
subscription holder.
Under 18 18-30 31-49 50+0
5
10
15
0
14
1 2
Age
No. Respondents
Under
$25,0
00
$25,0
00-$5
0,000
$51,0
00-$7
5,000
$76,0
00-$1
00,00
0
$100
,000+
02468
3
7
20
2
Income
No. Respondents
Program availability and cost are the biggest factors in choosing streaming versus cable or satellite
This survey wasn’t clear about which one was utilized more or if people were using both.
The household income is what I expected for the age demographic and I believe contributes to the increased relevancy of cost.
My hypothesis was proven incorrect.
Summary