netflix subscriber trends & media preferences, a surveymonkey audience case study (april 2012)

of 19 /19
www.surveymonkey.com/mp/audience Case Study – Netflix (NFLX) April 2012

Upload: surveymonkey-audience

Post on 16-May-2015

1.157 views

Category:

Technology


0 download

DESCRIPTION

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.

TRANSCRIPT

Page 1: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Case Study – Netflix (NFLX) April 2012

Page 2: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Objectives

2

Page 3: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Project objective tips

3

• 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

Page 4: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

End objectives

4

• 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

Page 5: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Project Summary

5

Page 6: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Audience project summary

6

• 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

Page 7: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Respondent Summary

7

Page 8: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Project respondent makeup

8

Page 9: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Survey Questions

9

Page 10: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Survey question examples

10

Page 11: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Survey question examples (cont’d)

11

Page 12: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Survey question examples (cont’d)

12

Page 13: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Survey Data

13

Page 14: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Netflix cancellation expectations

14

•  ~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

Page 15: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Popular video services

15

•  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

Page 16: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

“Other” streaming video services

16

•  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

Page 17: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Why did former Netflix subscribers cancel?

17

• The top reasons former subscribers reported cancelling their subscriptions in the past were: -  Usage

-  Price

-  Content availability

Page 18: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience www.surveymonkey.com/mp/audience

Conclusions

18

Page 19: Netflix Subscriber Trends & Media Preferences, A SurveyMonkey Audience Case Study (April 2012)

www.surveymonkey.com/mp/audience

Key conclusions

19

•  ~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