Generic Conjoint Analysis

Group 1
Avi (382) | Divesh (387) | Sarthak (415) | Shalini (416) | Shivam (420) | Vaibhav (431)

Product Chosen: OTT Platforms

Reason: We made the brand-specific conjoint on OTT but in this case, we assume that brands do
not play a role so that we can come up with an offering that would be suitable for the consumers
and match their preferences. This would enable us to add features that the consumers are willing
to pay for in OTT platforms.

Assumption: Brand (Netflix, Amazon prime video, Hotstar, Sony Liv etc.) does not play a role
when it comes to selection of OTT platforms but other features do.

Attributes Chosen:
• Number of Screens: Number of screens refer to the number of devices that can use the
account simultaneously at a given point of time. For example, 2 screens would mean that
using one account, two devices can be plugged in to watch different content at the same
time.
• Video Quality: The quality of the video being streamed is one of the features that could
affect consumer preference.
• Original/Exclusive content: This is the number of content: movies/series that are
exclusively/originally available on only the given platform. We believe that consumers
are positively affected by more original/exclusive content present in a platform and
would want to pay more for more content.
• Price per month: This would help us determine how much a user is willing to pay for
each of the above features if any new feature is added. Thus, this would help us
appropriately price our offering.

Experiment Link: https://run.conjoint.ly/study/128281/ke8qkp1ni5

Results:
We had the following conclusions:
• Price is a major determinant when it comes to choosing OTT platforms.
• The attributes that majorly affect user’s willingness to pay are Number of Screens
followed by the Original/Exclusive content.
• We can also see that video quality is the least relevant attribute among these. The
possible reason could be that now-a-days, mostly videos are streamed with quality 720p
and up and so users are not much affected by quality of video.

Group 1_Generic conjoint analysis 1

 • We also saw that as we increase the number of screens from 1 to 2, marginal willingness
to pay is actually negative whereas it increases for 1 to 3 and 1 to 4. The reason for the
disparity could be low level of data available to us.
• It is also visible that the marginal willingness to pay increases with the increase in
number of original/exclusive content as well as the video quality.

Figure 1: Relative Importance of Attributes

Figure 2:Relative Value by Level

Group 1_Generic conjoint analysis 2

Figure 3: Marginal Willingness to pay

Figure 4: Ranked List

Group 1_Generic conjoint analysis 3