Media consumption: Cable or Satellite Versus Streaming

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Media Consumption Streaming vs Cable or Satellite

Media ConsumptionStreaming vs Cable or SatelliteLexi WilcoxMSMK 620: Marketing AnalyticsBellevue UniversityDr. Julia Cronin-GilmoreDecember 22, 2015

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

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

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Netflix and Youtube are utilized most. Consumers are likely using them to watch shows not movies. Determine which services are utilized and their purpose.

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.Ranked in order of importance

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.

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.

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.

Advertising doesnt affect the choice. They dont want to watch the ads but wont pay extra to avoid. Determine if advertising affects the choice of the consumer. True (4)False (13)

Survey respondents were mostly in target age demoMajority of income