Investment Research - Netflix
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Investment Research - Netflix

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SurveyMonkey Audience: an on-demand group of millions of survey respondents to take your surveys. Audience allows customers to target respondents on a wide variety of demographic and behavioral traits ...

SurveyMonkey Audience: an on-demand group of millions of survey respondents to take your surveys. Audience allows customers to target respondents on a wide variety of demographic and behavioral traits to get fast, high quality, cost effective data.

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Investment Research - Netflix Investment Research - Netflix Document Transcript

  • Investment ResearchUnderstand usage of popular services and brandsand forecast trendsAn investor wanted to talk to consumers about an Internet subscription service he was looking to invest in, Netflix(NFLX), a popular website that allows subscribers to rent and watch movies and TV shows online and throughmail-order DVDs. He wanted to understand more about subscriber numbers and how satisfied consumers are withNetflix. He created a tracker survey so he could follow trends on Netflix (and its competitors) subscriptions andsatisfaction.Research Objectives ● Learn more about usage ○ How many people are currently subscribed to Netflix? ○ How many people have used Netflix in the past? ● Understand Netflix user satisfaction ○ What do users like and dislike about Netflix? ○ How likely are users to cancel? ● Learn more about competition ○ What do people use instead of Netflix?Project Criteria ● 300 respondents ● Targeting: ○ U.S. Audience ○ Ages 18+ ○ Gender balanced (50% male / 50% female)
  • Key InsightsNetflix has significant market shareAlmost a third of the respondents who took the survey are current Netflix subscribers, and another 20% havesubscribed to Netflix in the past.
  • Cancellation likelihood is lowNetflix users are unlikely to cancel, with only about 8% of current subscribers reporting that they are extremely tovery likely to cancel in the next 3 months.
  • Free streaming services are used as alternatives to NetflixNon-Netflix subscribers cited YouTube and Hulu as the main services they use to watch streaming videos.
  • Survey ExamplePAGE: DEMOGRAPHICS 1. How much income did all members of your household earn in 2011? a. Less than $20,000 b. $20,000 to $49,999 c. $50,000 to $99,999 d. $100,000 to $149,999 e. $150,000 or more f. Prefer not to disclosePAGE: NETFLIX 2. Are you a current Netflix subscriber? a. Yes b. No, but I was in the past [skip to PAGE: FORMER NETFLIX SUBSCRIBERS] c. No, I have never been a subscriber [skip to PAGE: OTHER STREAMING SERVICES]PAGE: NETFLIX SUBSCRIBER 3. To which type of Netflix plan do you subscribe? a. Streaming only b. Streaming + DVD(s) by mail c. DVD(s) by mail only 4. Over the past 3 months, has your usage of Netflix increased, decreased, or stayed about the same? a. Increased a great deal b. Increased a moderate amount c. Increased a little d. Stayed about the same e. Decreased a little f. Decreased a moderate amount g. Decreased a great deal 5. Overall, how satisfied are you with your Netflix subscription? a. Extremely satisfied b. Very satisfied c. Moderately satisfied d. Slightly satisfied e. Not at all satisfied 6. What do you like most about Netflix? a. [open text] 7. What do you dislike most about Netflix? a. [open text] 8. How likely are you to cancel your Netflix subscription in the next 3 months? a. Extremely likely b. Very likely c. Moderately likely d. Slightly likely
  • e. Not at all likely [skip to PAGE: OTHER STREAMING SERVICES]PAGE: LIKELY TO CANCEL NETFLIX [skip to PAGE: OTHER STREAMING SERVICES] 9. Why do you think you might cancel your Netflix subscription in the next 3 months? (Select all that apply.) [randomize] a. Dont use enough b. May move to a competitor c. Content I want is not available d. Poor customer service e. Poor technical support f. Poor video or audio quality g. Price is too high h. Other (please specify)PAGE: FORMER NETFLIX SUBSCRIBERS 10. How long ago did you cancel your Netflix subscription? a. Less than a month ago b. 1 to 3 months ago c. 4 to 6 months ago d. 7 to 12 months ago e. More than a year ago f. I don’t know 11. Why did you cancel your Netflix subscription? (Select all that apply.) [randomize] a. Didnt use enough b. Moved to a competitor c. Content I wanted was not available d. Poor customer service e. Poor technical support f. Poor video or audio quality g. Price was too high h. Other (please specify)PAGE: OTHER STREAMING SERVICES 12. What do you use to watch streaming videos instead of Netflix? (Select all that apply.) [randomize, except for last option] a. Dailymotion b. Vimeo c. Facebook d. HBO.com e. YouTube f. Crackle g. Amazon h. Break.com i. ABC.com j. NBC.com k. Hulu l. None of the above
  • m. Other (please specify)View the SurveyMonkey SurveyNetflix- SurveyMonkey Survey LinkSee the ResultsNetflix- Shared ResultsLearn MoreTo receive a copy of this “Investment Research” survey template and any other SurveyMonkey Audience casestudy templates, contact audience@surveymonkey.com.For more information about SurveyMonkey Audience, visit our website: audience.surveymonkey.com