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Using SurveyMonkey Audience, we surveyed over 1,500 consumers to understand which online video services they used regularly. We also focused on Netflix users and former users to understand usage and cancellation trends and reasons.
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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
