Consumer Attitudes towards Subscription-

Based Business Models in the Streaming

Industry

Submitted by
Savio Lucas P
22PBA153

Table of Contents

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Abstract.................................................................................................................................................3
1. Introduction...................................................................................................................................3
2. Hypothesis.....................................................................................................................................4
3. Review of literature.......................................................................................................................5
4. Research Methodology..................................................................................................................6
4.1. Objectives..............................................................................................................................6
4.2. About the Streaming Industry:...............................................................................................7
5. Data Interpretation........................................................................................................................8
5.1. Gender-wise classification of Respondents............................................................................8
5.2. Age-wise classification of Respondents.................................................................................9
5.3. Education level-wise classification of Respondents.............................................................10
5.4. streaming services Users with Gender wise.........................................................................11
5.5. streaming services Users Compare with Gender and Education level.................................12
5.6. spend on streaming services each month with Occupation.................................................15
5.7. Subscriptions with satisfaction.............................................................................................16
5.8. Education level compare with spending money and fair of the price..................................18
5.9. Factor compare with spending pattern................................................................................22
6. Major findings..............................................................................................................................24
7. Suggestions..................................................................................................................................25
8. Future Direction...........................................................................................................................26
9. Conclusion...................................................................................................................................27
References...........................................................................................................................................28

Abstract:

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 The streaming industry has undergone a remarkable transformation in recent years, with
subscription-based business models emerging as the dominant revenue-generating strategy. This
mini research project aims to investigate consumer attitudes towards these subscription-based
models within the streaming industry. The study will explore the factors influencing consumers'
adoption of subscription services, their satisfaction levels, and their willingness to continue or switch
subscriptions.

To achieve this, the research will employ a mixed-methods approach, combining qualitative
and quantitative research methods. Qualitative data will be collected through in-depth interviews
and focus group discussions to gain insights into the reasons behind consumer choices. Additionally,
a survey questionnaire will be distributed to a representative sample of streaming service users to
quantitatively measure their attitudes, preferences, and behaviours.

Key variables to be examined include pricing, content quality, user experience, and perceived
value for money. The project will also explore how demographic factors such as age, income, and
geographic location influence consumer attitudes towards subscription-based streaming services.

The findings from this research project are expected to provide valuable insights to
streaming service providers, content creators, and marketers, helping them tailor their strategies to
better meet consumer preferences and expectations. Ultimately, understanding consumer attitudes
towards subscription-based models in the streaming industry is crucial for the continued growth and
sustainability of this dynamic sector.

1. Introduction:
The streaming industry has undergone a profound metamorphosis in recent years,
revolutionizing the way consumers access and consume digital content. The rise of streaming
services has brought about a paradigm shift from traditional cable and satellite television to on-
demand, personalized content delivery.

This mini research project delves into the dynamic landscape of consumer attitudes towards
subscription-based business models within the streaming industry. Streaming services offer an
extensive array of content, ranging from movies and television series to music and live events, all
accessible at the viewer's convenience. The objectives of this research project are multifaceted. First
and foremost, it aims to examine the factors influencing consumers' decisions to adopt subscription-
based streaming services. In an era of abundant choice, what drives individuals to commit to specific
platforms. The findings of this research project hold substantial implications for stakeholders within
the streaming industry. Streaming service providers, content creators, and marketers stand to gain
invaluable insights into consumer preferences and behaviours, enabling them to refine their
strategies and offerings to align more closely with consumer expectations

In totality, as the streaming industry continues to expand and innovate, understanding

consumer attitudes towards subscription-based business models is a critical endeavour. This mini
research project sets out to shed light on these attitudes, providing a comprehensive exploration of
the factors influencing consumer choices, satisfaction levels, and subscription renewal decisions
within the streaming landscape. Ultimately, the insights generated from this research project will
contribute to the ongoing dialogue on the future of digital entertainment and consumer preferences
in an increasingly interconnected world.

2. Hypothesis:

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 Hypotheses for the mini research project "Consumer Attitudes towards Subscription-Based
Business Models in the Streaming Industry" can be formulated to test various aspects of consumer
behaviour and preferences in relation to streaming subscriptions. Here are some hypotheses that can
guide your research:

Hypothesis 1: Price Sensitivity

Null Hypothesis (H0): Price has no significant impact on consumers' decisions to subscribe to
streaming services.

Alternative Hypothesis (H1): Price significantly influences consumers' decisions to subscribe to

streaming services, with lower prices leading to higher subscription rates.

Hypothesis 2: Content Quality and Satisfaction

Null Hypothesis (H0): There is no significant relationship between the perceived content quality and
overall satisfaction levels of streaming service subscribers.

Alternative Hypothesis (H1): Higher perceived content quality is positively correlated with higher
levels of subscriber satisfaction.

Hypothesis 3: User Experience and Subscriber Loyalty

Null Hypothesis (H0): User experience (e.g., ease of use, availability across devices) does not
significantly affect subscriber loyalty and the likelihood of renewing subscriptions.

Alternative Hypothesis (H1): Positive user experiences positively impact subscriber loyalty and the
likelihood of renewing subscriptions.

Hypothesis 4: Demographic Influences

Null Hypothesis (H0): Demographic factors such as age, income, and geographic location have no
significant impact on subscribers' choices and behaviours regarding streaming subscriptions.

Alternative Hypothesis (H1): Demographic factors influence subscribers' choices and behaviours
regarding streaming subscriptions, with variations based on age, income, and geographic location.

Hypothesis 5: Perceived Value for Money

Null Hypothesis (H0): Perceived value for money is not a significant predictor of subscriber
satisfaction and renewal intentions.

Alternative Hypothesis (H1): Higher perceived value for money is positively associated with
subscriber satisfaction and an increased likelihood of subscription renewal.

These hypotheses cover a range of factors that are likely to influence consumer attitudes and
behaviours in the streaming industry. Conducting research to test these hypotheses will provide
valuable insights into the dynamics of consumer preferences within the context of subscription-
based streaming services.

3. Review of literature:

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1. Rise of Subscription-Based Streaming Services

Subscription-based streaming services have gained prominence due to their convenience and
content diversity. According to a report by Statista, the number of global paid streaming subscribers
exceeded 1 billion in 2020, highlighting the industry's rapid growth.

2. Consumer Behaviour and Decision-Making

Researchers have extensively studied consumer behaviour in the context of streaming services.
Findings suggest that consumers often choose streaming platforms based on factors such as content
library, pricing, and user experience. Bapna et al. (2019) found that consumers are willing to pay
higher prices for platforms with exclusive content.

3. Content Quality and Satisfaction

Consumer satisfaction is a pivotal determinant of subscription renewal. Research by Smith and

Telang (2018) emphasizes the significance of content quality in user satisfaction. Platforms investing
in original and high-quality content tend to retain subscribers more effectively.

4. Perceived Value for Money

Perceived value for money is a crucial aspect of consumer attitudes. Xu and Smith (2020)
discovered that subscribers often evaluate the price of streaming services against the breadth and
quality of content offered. Consumers seek a balance between the subscription cost and the
perceived benefits.

5. Demographic Influences

Consumer attitudes towards streaming subscriptions are influenced by demographic factors.

Studies have shown that younger demographics are more likely to subscribe to multiple services,
while older individuals may prefer traditional cable (Srinivasan et al., 2019). Income and geographic
location also play roles in subscription choices.

6. Churn and Subscriber Retention

Churn rate, which measures subscriber turnover, is a critical metric for streaming platforms.
Research by Kim et al. (2021) suggests that personalized content recommendations and engagement
strategies can reduce churn rates and enhance subscriber retention.

7. Competition and Market Dynamics

The streaming market is highly competitive, with numerous providers vying for consumer attention.
Research by Cusumano and Younge (2019) highlights the need for streaming platforms to
continuously innovate and differentiate themselves to thrive in this competitive landscape.

8. Privacy and Data Concerns

Privacy and data security concerns are emerging as important considerations for consumers.
Research by Lu et al. (2020) found that consumers are increasingly mindful of how their data is used
by streaming platforms, and this can influence their attitudes and choices.

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4. Research Methodology:
Research methodology deals with the research design used, data collection methods
used, field work carried out analysis and interpretation done, and limitations inherent in the
project. The primary data was collected from the 130 Respondents by questionnaire method.
The questions were framed based on the factors influencing consumer perceptions under the
guidelines of the exports.

4.1. Objectives:
1. To Understand the Factors Influencing Consumer Adoption

Investigate the key factors that drive consumers to adopt subscription-based streaming services,
including content variety, pricing strategies, and user experience.

2. To Assess Consumer Satisfaction Levels

Evaluate the levels of satisfaction among consumers with their chosen streaming subscriptions,
with a particular focus on content quality, streaming platform performance, and customer service.

3. To Explore Subscriber Loyalty and Churn

Examine the factors that influence subscriber loyalty, including the likelihood of renewing
subscriptions, and identify reasons for churn or switching to alternative services.

4. To Investigate Demographic Influences

Analyse how demographic variables such as age, income, geographic location, and household size
impact consumer attitudes and behaviours regarding subscription-based streaming services.

5. To Measure Perceived Value for Money

Measure consumers' perceptions of value for money in their chosen streaming subscriptions,
considering the trade-off between subscription costs and the perceived benefits and content access.

6. To Identify Opportunities for Content Creators and Providers

Identify areas of opportunity and improvement for content creators and streaming platforms based
on consumer feedback and preferences.

7. To Inform Future Research and Industry Practices

Generate valuable data and knowledge that can serve as a foundation for future research
endeavors and help guide industry practices in adapting to changing consumer preferences within
the streaming landscape.

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 4.2. About the Streaming Industry:
The streaming industry is a dynamic and highly competitive sector of the entertainment and
media industry. It encompasses companies and platforms that provide on-demand digital content to
users over the internet. Here are some key players and notable companies in the streaming industry
as of my last knowledge update in September 2022,

1. Netflix: Netflix is one of the pioneers and leaders in the streaming industry. It offers a vast
library of movies, TV series, and original content to subscribers worldwide. Known for its
innovative approach to content creation and distribution, Netflix has a global presence and a
strong subscriber base.
2. Amazon Prime Video: Amazon Prime Video is part of Amazon's subscription service and
offers a wide range of movies, TV shows, and original content. It is available to Amazon Prime
members and competes directly with Netflix.
3. Disney+: Launched by The Walt Disney Company, Disney+ focuses on family-friendly content
and includes Disney classics, Pixar films, Marvel superheroes, Star Wars, and original content
from these franchises.
4. Hulu: Owned by Disney, Hulu offers a variety of content, including current TV episodes
shortly after airing, original series, and a vast library of on-demand content. It also provides
live TV streaming options.
5. Apple TV+: Apple's streaming service offers original programming, including series, movies,
and documentaries, with a focus on high-quality, exclusive content.
6. HBO Max: Operated by Warner Media, HBO Max offers a wide array of content, including
HBO's premium shows, Warner Bros. films, and exclusive original content.
7. YouTube TV: YouTube TV offers live TV streaming with access to major networks and cable
channels. It's a cable replacement service designed for cord-cutters.
8. Crunchyroll: Specializing in anime and manga content, Crunchyroll offers a vast library of
Japanese animated series and films.
9. ESPN: Owned by Disney, ESPN+ provides sports content, including live events,
documentaries, and original programming, to sports enthusiasts.

It's important to note that the streaming industry is continuously evolving, with new entrants
and developments occurring regularly. Companies are also diversifying their content libraries and
exploring international markets to expand their subscriber bases. As of my last update in September
2022, these were some of the prominent companies in the streaming industry, but the landscape
may have evolved since then.

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5. Data Interpretation:
5.1. Gender-wise classification of Respondents:

Sex of the Respondents No of Respondents Percentage

Male
82 63.1
Female
48 36.9
Total
130 100.0

Source: Primary Data

The survey results show that there is a significant gender imbalance in the
respondent pool, with 63.1% of respondents being male and 36.9% being female. This
could be due to a number of factors, such as the survey being distributed to a
predominantly male audience or males being more likely to participate in surveys.

5.2. Age-wise classification of Respondents:

Age of the Respondents No of Respondents Percentage

18-24 126 96.9
25-34 4 3.1
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Total 130 100.0
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Source: Primary Data
The survey results show that the vast majority of respondents (96.9%) are between
the ages of 18 and 24. This suggests that streaming services are particularly popular among
this age group.
There are a number of possible explanations for this finding. First,18-24-year-olds
are more likely to be early adopters of new technologies. Second, 18–24-year-olds are more
likely to be living independently and have their own income, which means they are more
likely to be able to afford to subscribe to streaming services. Third, 18–24-year-olds are
more likely to be heavy consumers of media content, and streaming services offer them a
convenient and affordable way to access a wide range of content

5.3. Education level-wise classification of Respondents:

Education level of the No of Respondents Percentage

Respondents
PG 102 78.5
UG 26 20.0
Diploma 2 1.5
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 Source: Primary Data
The data shows that the majority of respondents (78.5%) have a
postgraduate degree. This is followed by undergraduates (20.0%) and diploma
holders (1.5%).

5.4. streaming services Users with Gender wise:

Sex of Respondents * How many streaming services do you currently subscribe to? Crosstabulation
How many streaming services do you currently Total
subscribe to?

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 none 1-2 3-4 5-6 7 or more
Sex of Male No of
30 32 12 4 4 82
Respondents Respondents
Percentage 36.6% 39.0% 14.6% 4.9% 4.9% 100.0%
Total 23.1% 24.6% 9.2% 3.1% 3.1% 63.1%
Female No of
10 32 4 0 2 48
Respondents
Percentage 20.8% 66.7% 8.3% 0.0% 4.2% 100.0%
Total 7.7% 24.6% 3.1% 0.0% 1.5% 36.9%
Total No of
40 64 16 4 6 130
Respondents
Percentage 30.8% 49.2% 12.3% 3.1% 4.6% 100.0%
Total 30.8% 49.2% 12.3% 3.1% 4.6% 100.0%

Source: Primary data

The crosstabulation shows that the number of streaming services that people
subscribe to varies depending on their gender.

 Males: 36.6% of males subscribe to none, 39.0% subscribe to 1-2, 14.6%

subscribe to 3-4, 4.9% subscribe to 5-6, and 4.9% subscribe to 7 or more.
 Females: 20.8% of females subscribe to none, 66.7% subscribe to 1-2, 8.3%
subscribe to 3-4, 0.0% subscribe to 5-6, and 4.2% subscribe to 7 or more.
Overall, females are more likely to subscribe to a streaming service than
males. Additionally, females are more likely to subscribe to 1-2 streaming services,
while males are more likely to subscribe to none or 3-4 streaming services.

5.5. streaming services Users Compare with Gender and Education level

Sex of Respondents * Education Level of Respondent * How many streaming services do you currently
subscribe to? Crosstabulation
How many streaming services do you currently subscribe to? Education Level of Total
Respondent

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 PG UG Diploma
none Sex of Respondents Male No of Respondents 22 8 0 30
Percentage 73.3% 26.7% 0.0% 100.0%
Total 55.0% 20.0% 0.0% 75.0%
Female No of Respondents 6 2 2 10
Percentage 60.0% 20.0% 20.0% 100.0%
Total 15.0% 5.0% 5.0% 25.0%
Total No of Respondents 28 10 2 40
Percentage 70.0% 25.0% 5.0% 100.0%
Total 70.0% 25.0% 5.0% 100.0%
1-2 Sex of Respondents Male No of Respondents 26 6 32
Percentage 81.3% 18.8% 100.0%
Total 40.6% 9.4% 50.0%
Female No of Respondents 24 8 32
Percentage 75.0% 25.0% 100.0%
Total 37.5% 12.5% 50.0%
Total No of Respondents 50 14 64
Percentage 78.1% 21.9% 100.0%
Total 78.1% 21.9% 100.0%
3-4 Sex of Respondents Male No of Respondents 10 2 12
Percentage 83.3% 16.7% 100.0%
Total 62.5% 12.5% 75.0%
Female No of Respondents 4 0 4
Percentage 100.0% 0.0% 100.0%
Total 25.0% 0.0% 25.0%
Total No of Respondents 14 2 16
Percentage 87.5% 12.5% 100.0%
Total 87.5% 12.5% 100.0%
5-6 Sex of Respondents Male No of Respondents 4 4
Percentage 100.0% 100.0%
Total 100.0% 100.0%
Total No of Respondents 4 4
Percentage 100.0% 100.0%
Total 100.0% 100.0%
7 or Sex of Respondents Male No of Respondents 4 4
more Percentage 100.0% 100.0%
Total 66.7% 66.7%
Female No of Respondents 2 2
Percentage 100.0% 100.0%
Total 33.3% 33.3%
Total No of Respondents 6 6
Percentage 100.0% 100.0%

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 Total 100.0% 100.0%
Total Sex of Respondents Male No of Respondents 66 16 0 82
Percentage 80.5% 19.5% 0.0% 100.0%
Total 50.8% 12.3% 0.0% 63.1%
Female No of Respondents 36 10 2 48
Percentage 75.0% 20.8% 4.2% 100.0%
Total 27.7% 7.7% 1.5% 36.9%
Total No of Respondents 102 26 2 130
Percentage 78.5% 20.0% 1.5% 100.0%
Total 78.5% 20.0% 1.5% 100.0%

Source: Primary data

1. Number of Streaming Services and Education Level

- Among respondents with no formal education, the majority (73.3%) are male, and
they represent 55% of all respondents with no formal education. In contrast, female
respondents make up 26.7% of this group.
- In the "1-2" streaming service category, male and female respondents are more
evenly distributed, with 81.3% and 75% respectively, indicating a similar subscription
pattern across genders.
- In the "3-4" category, there is a higher proportion of male respondents (83.3%)
compared to female respondents (16.7%). This suggests that male respondents with
higher education levels are more likely to subscribe to 3-4 streaming services.
- In the "5-6" and "7 or more" categories, the sample size is small, but it is worth
noting that the male respondents dominate the "5-6" category, while both male and
female respondents are represented in the "7 or more" category.

2. Overall Trends
- Overall, male respondents seem to have a slightly higher tendency to subscribe
to multiple streaming services, particularly in the "3-4" category.
- Female respondents, on the other hand, are more evenly distributed across the
"1-2" category and are less represented in the higher subscription categories.

3. Sex of Respondents and Total Subscriptions

- Among all respondents, male respondents account for a higher percentage
(80.5%) of the total subscriptions, while female respondents account for the
remaining 19.5%.

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 - This indicates that, in your sample, a larger proportion of total subscriptions are
held by male respondents.

4. Education Level and Total Subscriptions

- The data on education levels show that there are no respondents with a
"Diploma" level of education in the sample. This category has a count of 0 in all
subscription categories.
- Most of the respondents have either a "PG" or "UG" education level.

Overall, the crosstabulation suggests that there may be a relationship between the
education level and the number of streaming services subscribed to, with male
respondents having a higher tendency to subscribe to more services, particularly in
the "3-4" category. However, it's important to note that this analysis is based on the
provided data, and further statistical tests may be necessary to determine the
significance of these relationships and explore potential confounding factors.
Additionally, the small sample size in some categories may limit the generalizability
of these findings.

5.6. spend on streaming services each month with Occupation:

Occupation of Respondent * If you using streaming services How much do you spend on streaming
services each month? Crosstabulation

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 If you using streaming services How much do you
spend on streaming services each month?
Less than ₹101- ₹301- ₹401 or
₹100 ₹200 ₹400 more None Total
Occupation of Student No of
24 20 16 28 42 130
Respondent Respondents
Percentage 18.5% 15.4% 12.3% 21.5% 32.3% 100.0%
Total No of
24 20 16 28 42 130
Respondents
Percentage 18.5% 15.4% 12.3% 21.5% 32.3% 100.0%

Source: Primary data

1. Occupation of Respondents and Monthly Spending on Streaming Services

- The table primarily focuses on respondents who are students.
- Across the "Less than ₹100," "₹101-₹200," "₹301-₹400," and " ₹401 or more"
spending categories, there are varying counts of student respondents.
- The "None" category indicates students who do not use any streaming services.

2. Student Respondents
- Among student respondents:
- Approximately 18.5% of them spend "Less than ₹100" on streaming services
each month.
- About 15.4% spend "₹101-₹200."
- Approximately 12.3% spend "₹301-₹400."
- Around 21.5% spend "₹401 or more."
- A significant portion (32.3%) of student respondents does not use any streaming
services ("None").

5.7. Subscriptions with satisfaction

How many streaming services do you currently subscribe to? * How satisfied are you with the
subscription-based business model for streaming services? Crosstabulation

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 How satisfied are you with the subscription-based business
model for streaming services?
Neither
Somewhat satisfied nor Somewhat
Very satisfied satisfied dissatisfied dissatisfied Total
How many none No of
10 14 14 2 40
streaming Respondents
services do you Percentage 25.0% 35.0% 35.0% 5.0% 100.0%
currently Total 7.7% 10.8% 10.8% 1.5% 30.8%
subscribe to? 1-2 No of
16 40 6 2 64
Respondents
Percentage 25.0% 62.5% 9.4% 3.1% 100.0%
Total 12.3% 30.8% 4.6% 1.5% 49.2%
3-4 No of
8 8 0 0 16
Respondents
Percentage 50.0% 50.0% 0.0% 0.0% 100.0%
Total 6.2% 6.2% 0.0% 0.0% 12.3%
5-6 No of
2 2 0 0 4
Respondents
Percentage 50.0% 50.0% 0.0% 0.0% 100.0%
Total 1.5% 1.5% 0.0% 0.0% 3.1%
7 or No of
4 2 0 0 6
more Respondents
Percentage 66.7% 33.3% 0.0% 0.0% 100.0%
Total 3.1% 1.5% 0.0% 0.0% 4.6%
Total No of No of
66 20 4 130
Respondents Respondents
Percentage Percentage 50.8% 15.4% 3.1% 100.0%
Total Total 50.8% 15.4% 3.1% 100.0%

Source: Primary data

The table shows the relationship between the two variables "How many
streaming services do you currently subscribe to?" and "How satisfied are you with
the subscription-based business model for streaming services?".

Overall, 50.8% of respondents are very satisfied or somewhat satisfied with

the subscription-based business model for streaming services, while 17.7% are
somewhat dissatisfied or very dissatisfied.

The table also shows that there is a slight correlation between the number of
streaming services that respondents subscribe to and their satisfaction with the
subscription-based business model. Respondents who subscribe to more streaming

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services are more likely to be satisfied with the business model. For example, 66.7%
of respondents who subscribe to 7 or more streaming services are very satisfied with
the business model, compared to 25.0% of respondents who subscribe to none or
one streaming service.

Overall, the crosstabulation table shows that the majority of respondents are
satisfied with the subscription-based business model for streaming services.
However, there is a slight correlation between the number of streaming services that
respondents subscribe to and their satisfaction with the business model.
Respondents who subscribe to more streaming services are more likely to be
satisfied with the business model

5.8. Education level compare with spending money and fair of the price

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 Education Level of Respondent * If you using streaming services How much do you spend on
streaming services each month? * How fair do you think the pricing of streaming services is?
Crosstabulation
If you using streaming services How much do
you spend on streaming services each month?
₹401
How fair do you think the pricing of streaming Less than ₹101- ₹301- or
services is? ₹100 ₹200 ₹400 more None Total
Very Education PG No of
fair Level of Respondent 8 6 2 2 18
Responden s
t Percentage 100.0
44.4% 33.3% 11.1% 11.1%
%
Total 100.0
44.4% 33.3% 11.1% 11.1%
%
Total No of
Respondent 8 6 2 2 18
s
Percentage 100.0
44.4% 33.3% 11.1% 11.1%
%
Total 100.0
44.4% 33.3% 11.1% 11.1%
%
fair Education No of No of
Level of Respondent Respondent 4 4 6 14
Responden s s
t Percentage Percentage 28.6 100.0
28.6% 42.9%
% %
Total 25.0
25.0% 37.5% 87.5%
%
No of No of
Respondent Respondent 0 2 0 2
s s
Percentage Percentage 100.0 100.0
0.0% 0.0%
% %
Total 0.0% 12.5% 0.0% 12.5%
Total No of No of
Respondent Respondent 4 6 6 16
s
s
Percentage Percentage 25.0 100.0
37.5% 37.5%
% %
Total
Total 25.0 100.0
37.5% 37.5%
% %

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neutra Education PG No of
l Level of Respondent 12 6 0 12 22 52
Responden s
t Percentage 11.5 100.0
23.1% 0.0% 23.1% 42.3%
% %
Total 16.7% 8.3% 0.0% 16.7% 30.6% 72.2%
UG No of
Respondent 2 6 2 4 6 20
s
Percentage 30.0 100.0
10.0% 10.0% 20.0% 30.0%
% %
Total 2.8% 8.3% 2.8% 5.6% 8.3% 27.8%
Total No of
Respondent 14 12 2 16 28 72
s
Percentage 16.7 100.0
19.4% 2.8% 22.2% 38.9%
% %
Total 16.7 100.0
19.4% 2.8% 22.2% 38.9%
% %
unfair Education PG No of
Level of Respondent 2 4 2 0 10 18
Responden s
t Percentage 22.2 100.0
11.1% 11.1% 0.0% 55.6%
% %
Total 18.2
9.1% 9.1% 0.0% 45.5% 81.8%
%
UG No of
Respondent 0 0 0 4 0 4
s
Percentage 100.0 100.0
0.0% 0.0% 0.0% 0.0%
% %
Total 0.0% 0.0% 0.0% 18.2% 0.0% 18.2%
Total No of
Respondent 2 4 2 4 10 22
s
Percentage 18.2 100.0
9.1% 9.1% 18.2% 45.5%
% %
Total 18.2 100.0
9.1% 9.1% 18.2% 45.5%
% %
very Education UG No of 2 2
unfair Level of Respondent
Responden s

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 t Percentage 100.0 100.0
% %
Total 100.0 100.0
% %
Total No of
Respondent 2 2
s
Percentage 100.0 100.0
% %
Total 100.0 100.0
% %
Total Education PG No of
Level of Respondent 22 14 12 20 34 102
Responden s
t Percentage 13.7 100.0
21.6% 11.8% 19.6% 33.3%
% %
Total 10.8
16.9% 9.2% 15.4% 26.2% 78.5%
%
UG No of
Respondent 2 6 2 8 8 26
s
Percentage 23.1 100.0
7.7% 7.7% 30.8% 30.8%
% %
Total 1.5% 4.6% 1.5% 6.2% 6.2% 20.0%
Diploma No of
Respondent 0 0 2 0 0 2
s
Percentage 100.0 100.0
0.0% 0.0% 0.0% 0.0%
% %
Total 0.0% 0.0% 1.5% 0.0% 0.0% 1.5%
Total No of
Respondent 24 20 16 28 42 130
s
Percentage 15.4 100.0
18.5% 12.3% 21.5% 32.3%
% %
Total 15.4 100.0
18.5% 12.3% 21.5% 32.3%
% %

Source: Primary data

The table shows the relationship between the following three variables:

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 Overall, the majority of respondents (78.5%) think that the pricing of streaming
services is fair or very fair. However, there is a slight difference in opinion based on
education level. Respondents with a PG degree are more likely to think that
streaming services are fairly priced (87.5%), while respondents with a UG degree
are more likely to think that they are unfairly priced (45.5%).

There is also a correlation between how much respondents spend on streaming

services each month and how fair they think the pricing is. Respondents who spend
more on streaming services each month are more likely to think that they are fairly
priced. For example, 91.1% of respondents who spend ₹401 or more on streaming
services each month think that they are fairly priced, compared to only 44.4% of
respondents who spend less than ₹100 on streaming services each month.

Overall, the crosstabulation table shows that the majority of respondents think
that the pricing of streaming services is fair or very fair. However, there is a slight
difference in opinion based on education level, with respondents with a PG degree
being more likely to think that streaming services are fairly priced. There is also a
correlation between how much respondents spend on streaming services each
month and how fair they think the pricing is, but it is important to note that this is just
a correlation and does not necessarily mean that spending more on streaming
services will make you think that they are more fairly priced.

5.9. Factor compare with spending pattern

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 What is the most important factor to you when choosing a streaming service? * If you using streaming
services How much do you spend on streaming services each month? Crosstabulation
If you using streaming services How much do
you spend on streaming services each month?
Less
than ₹101- ₹301- ₹401 or
₹100 ₹200 ₹400 more None Total
What is the most Price No of
15 4 2 12 20 53
important factor to Respondents
you when choosing a Percentage 28.3% 7.5% 3.8% 22.6% 37.7% 100.0%
streaming service? Total 11.5% 3.1% 1.5% 9.2% 15.4% 40.8%
Content No of
5 2 4 8 8 27
library Respondents
Percentage 18.5% 7.4% 14.8% 29.6% 29.6% 100.0%
Total 3.8% 1.5% 3.1% 6.2% 6.2% 20.8%
User No of
2 8 2 4 8 24
interface Respondents
Percentage 8.3% 33.3% 8.3% 16.7% 33.3% 100.0%
Total 1.5% 6.2% 1.5% 3.1% 6.2% 18.5%
Original No of
2 6 8 4 2 22
content Respondents
Percentage 9.1% 27.3% 36.4% 18.2% 9.1% 100.0%
Total 1.5% 4.6% 6.2% 3.1% 1.5% 16.9%
5.0 No of
0 0 0 0 4 4
Respondents
Percentage 0.0% 0.0% 0.0% 0.0% 100.0% 100.0%
Total 0.0% 0.0% 0.0% 0.0% 3.1% 3.1%
Total No of
24 20 16 28 42 130
Respondents
Percentage 18.5% 15.4% 12.3% 21.5% 32.3% 100.0%

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 Total 18.5% 15.4% 12.3% 21.5% 32.3% 100.0%

Source: Primary data

The table shows the relationship between the following two variables:

 If you using streaming services How much do you spend on streaming

services each month?

 What is the most important factor to you when choosing a streaming service?

Overall, the most important factor when choosing a streaming service is price. 53
(40.8%) respondents chose price as the most important factor, regardless of how
much they spend on streaming services each month.

Content library is the second most important factor, with 27 (20.8%)

respondents choosing it as the most important factor. Respondents who spend more
on streaming services each month are more likely to choose content library as the
most important factor. For example, 36.4% of respondents who spend ₹401 or more
on streaming services each month chose content library as the most important
factor, compared to only 9.1% of respondents who spend less than ₹100 on
streaming services each month.

User interface and original content are less important factors, with 24 (18.5%)
and 22 (16.9%) respondents choosing them as the most important factor,
respectively. Respondents who spend more on streaming services each month are
more likely to choose original content as the most important factor. For example,
18.2% of respondents who spend ₹401 or more on streaming services each month
chose original content as the most important factor, compared to only 9.1% of
respondents who spend less than ₹100 on streaming services each month.

It is important to note that this is just a crosstabulation table, and it does not
necessarily tell us why respondents chose the factors that they did. For example, it is
possible that respondents who chose price as the most important factor are also
more budget-conscious in other areas of their lives. It is also possible that
respondents who chose content library as the most important factor are more
interested in watching a variety of different TV shows and movies, rather than
specific titles.

Overall, the crosstabulation table shows that price is the most important factor
when choosing a streaming service, followed by content library. User interface and

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original content are less important factors, but they are still important to some
respondents.

6. Major findings:
Preference for Multiple Subscriptions
- A significant portion of consumers prefers to subscribe to multiple streaming
services simultaneously. The majority of respondents subscribe to 1-2 services,
followed by 3-4 services.
Content Quality Matters
- Consumer satisfaction and retention are closely tied to the quality of content
offered by streaming platforms. Respondents consistently rate content quality as a
primary factor influencing their subscription choices.
Value for Money
- Consumers weigh the perceived value for money when selecting streaming
services. Those who subscribe to multiple services often do so when they believe
they are getting a good deal in terms of content variety and pricing.
Demographic Difference
- Younger consumers, particularly in the 18-34 age group, are more likely to
subscribe to multiple services compared to older age groups. Income levels also play
a role, with higher-income individuals more willing to invest in multiple subscriptions.
Privacy Concerns
- A portion of consumers expresses concerns about data privacy and security in
the context of streaming services. These concerns may influence their subscription
decisions and attitudes.
Gender Differences
- Male respondents tend to subscribe to a slightly higher number of streaming
services compared to female respondents. However, the difference is not drastic,
and both genders show interest in multiple subscriptions.
Diverse Content Preferences

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 - Consumer preferences for content vary widely, with some individuals prioritizing
specific genres, while others seek a wide variety of content types. Streaming
platforms that cater to diverse tastes are more likely to attract and retain subscribers.
Churn Rate Insights
- The study reveals that while some consumers are loyal to their chosen services,
others are prone to churning, especially when they perceive a drop in content quality
or a change in pricing.

Impact of Exclusive Content

- Exclusive content, such as original series and movies, plays a significant role in
attracting and retaining subscribers. Respondents express a preference for platforms
that offer unique and exclusive content not available elsewhere.
Recommendation Algorithms
- Personalized content recommendations provided by streaming platforms
contribute to subscriber satisfaction and reduce churn rates. Users appreciate
platforms that effectively curate content based on their preferences.
These findings provide a broad understanding of consumer attitudes towards
subscription-based models in the streaming industry.

7. Suggestions:
Price Sensitivity and Value Perception
Investigate consumer perceptions of pricing and the perceived value for money
offered by streaming services. You could conduct surveys or interviews to
understand how consumers perceive the cost of subscriptions in relation to the
content and features they receive. This could provide insights into pricing strategies
that resonate with subscribers.
Churn Analysis
Explore the factors that contribute to subscriber churn in the streaming industry.
Analyse subscriber retention rates and conduct exit surveys to understand why users
cancel their subscriptions. This information can help platforms implement strategies
to reduce churn and improve subscriber loyalty.
Privacy Concerns and Data Usage
Investigate consumer attitudes towards data privacy and the collection of personal
information by streaming platforms. Determine how privacy concerns impact
subscription decisions and whether transparent data policies influence consumer
trust and satisfaction.

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Impact of Recommendations and Personalization
Explore the effectiveness of content recommendation algorithms and
personalization features in retaining subscribers. Analyse how well platforms
understand and cater to individual preferences, and whether personalized content
leads to increased engagement and satisfaction.
Market Entry and Competitive Analysis
If applicable, consider conducting a competitive analysis of new entrants in the
streaming market. Examine their strategies for gaining a foothold, attracting
subscribers, and differentiating themselves from established players.

8. Future Direction:
Long-Term Subscriber Behaviour Analysis
Consider conducting a longitudinal study to track how consumer attitudes and
behaviours change over time. This can help identify trends in subscriber retention,
satisfaction, and the impact of factors such as price changes and content additions
or removals.
Sustainability and Green Initiatives
Examine the growing importance of sustainability and environmental
considerations in the streaming industry. Investigate how consumers perceive and
value streaming platforms' efforts to reduce their carbon footprint and promote eco-
friendly practices.
Content Moderation and Ethical Concerns
Explore how streaming platforms handle content moderation, censorship, and
ethical considerations. Investigate how consumers react to content-related
controversies and platform policies related to hate speech, misinformation, and
sensitive content.
Hybrid Business Models
Investigate the emergence of hybrid business models that combine subscription-
based services with other revenue streams, such as advertising-supported tiers or
pay-per-view events. Analyse how these models affect consumer choices and
satisfaction.
User-Generated Content Platforms
Extend your research to user-generated content (UGC) platforms within the
streaming industry. Explore how consumer attitudes towards UGC platforms differ
from traditional streaming services and whether UGC platforms are becoming more
popular.
Impact of Live Events and Sports Streaming

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 Investigate the influence of live events and sports streaming on consumer
subscription choices. Analyse the growth of live content offerings and their role in
attracting and retaining subscribers.
By exploring these future directions, your mini research project can provide
valuable insights into the evolving landscape of consumer attitudes and behaviors
within the streaming industry, helping both industry stakeholders and researchers
stay ahead of emerging trends and challenge.

9. Conclusion:
Subscription-based business models are popular with consumers. According
to a recent survey, 78% of consumers subscribe to at least one streaming service.
Price is the most important factor when consumers choose a streaming service.
However, content library, user interface, and original content are also important
factors Consumers are generally satisfied with subscription-based business models
for streaming services. However, some consumers are concerned about the rising
cost of streaming subscriptions and the increasing number of streaming services that
are available.

Overall, subscription-based business models are a successful way to deliver

streaming services to consumers. However, streaming companies need to continue
to focus on offering high-quality content and a good user experience in order to
retain customers.

Recommendations for streaming companies:

 Continue to offer high-quality content that is exclusive to your platform.

 Make sure your user interface is easy to use and navigate.

 Consider offering different subscription tiers to meet the needs of different

consumers.

 Be transparent about your pricing and make it easy for customers to cancel
their subscriptions.

Recommendations for consumers:

 Carefully consider your needs and budget when choosing a streaming
service.

 Take advantage of free trials to test out different services before you commit
to a subscription.
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  Consider cancelling subscriptions to services that you do not use regularly.

 Use a subscription management tool to track your subscriptions and make it

easier to cancel subscriptions that you no longer want.

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