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Media Consumption Streaming vs Cable or Satellite Lexi Wilcox MSMK 620: Marketing Analytics Bellevue University Dr. Julia Cronin-Gilmore December 22, 2015

Media consumption: Cable or Satellite Versus Streaming

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Page 2: Media consumption: Cable or Satellite Versus Streaming

Consumers 18 to 30 years old are more likely to use streaming subscriptions than cable or satellite because of convenience.

Hypothesis

Page 3: Media consumption: Cable or Satellite Versus Streaming

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

Page 4: Media consumption: Cable or Satellite Versus Streaming

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

Page 5: Media consumption: Cable or Satellite Versus Streaming

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

Page 6: Media consumption: Cable or Satellite Versus Streaming

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

Page 7: Media consumption: Cable or Satellite Versus Streaming

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

Page 8: Media consumption: Cable or Satellite Versus Streaming

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

Page 9: Media consumption: Cable or Satellite Versus Streaming

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)

Page 10: Media consumption: Cable or Satellite Versus Streaming

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

Page 11: Media consumption: Cable or Satellite Versus Streaming

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