Netflix: Expanding in Asia
Group 5
Chiao-Hsin, Joe, Lu, Rainie
Instructor: Alison Munsch
Fall 2020 Statistical Measurement, Analysis & Research
AGENDA 〉
Company Background
Marketing Opportunity
Asia-Pacific region accounted for 7.3% of company sales in 2019, with 16 million customers. The streaming video market size in China from 2013 to 2015 has grown from $2.3 billions USD to $14 billions USD. Southeast Asia includes 600 million potential customers, and it is a growing market.
Purpose of Research Project
Data Sources & Methodology
Data Sources & Methodology
Data Sources & Methodology
Data Sources & Methodology
Detailed Findings
Basic Summary
Detailed Findings: General
Detailed Findings: General
Detailed Findings: General
Detailed Findings: Competitors
Q: Which video streaming services do you primarily use?
95% Yes
5% No
72.5% Yes
27.5% No
Detailed Findings: Competitors
Q: Why did you choose those platforms specifically?
Q: Is there any way your primary streaming service can be improved?
Detailed Findings: Netflix
Q: Do you currently or use to have a Netflix subscription plan?
71.25% Yes
28.75% No
Q: How many hours per week do you stream movies or TV shows using Netflix?
Average: 4.94 hours
Detailed Findings: Netflix
Q: How would you rate the Netflix for different elements?
Most reasons of what respondents LIKE about Netflix:
Median
Detailed Findings: Netflix
Q: Is there any area where Netflix can be improved?
Most reasons of what respondents DISLIKE about Netflix:
Detailed Findings: Netflix
Q: On a 10-point scale, how much you like each content category on Netflix?
Detailed Findings
Analysis of Multiple Variables
Detailed Findings: Analysis of Multiple Variables
Q: Is there a difference between using Netflix and regions?
≠
We found no difference between using Netflix and regions.
Infers that which region they are does not influence whether they use Netflix or not.
Method used: Chi-Square Test
P-value = 0.677
| North America | Asia | Europe | Total |
Use Netflix | 71.4% | 71.6% | 100% | 72.5% |
Do Not Use Netflix | 28.6% | 28.1% | 0% | 27.5% |
Total | 100% | 100% | 100% | 100% |
Detailed Findings: Analysis of Multiple Variables
Q: Is there a difference by Geography on how Netflix can be improved?
| North America | Asia | Europe | Total | P-Value |
User interface | 13.3% | 22.0% | 0.0% | 19.0% | 0.602 |
Navigation and video accessibility | 13.3% | 30.0% | 0.0% | 24.6% | 0.315 |
Video content | 53.3% | 42.5% | 100.0% | 47.4% | 0.245 |
Streaming quality | 6.7% | 17.5% | 0.0% | 14.0% | 0.497 |
Privacy and Security | 0.0% | 15.0% | 100.0% | 14.0% | 0.001 |
Advertisement | 13.3% | 15.0% | 0.0% | 14.0% | 0.834 |
Customer Services | 6.7% | 2.5% | 0.0% | 3.5% | 0.728 |
Others | 13.3% | 5.0% | 0.0% | 7.0% | 0.518 |
We found a difference between how Netflix can be improved and regions only in privacy and security.
Infers that users in North America don’t think Netflix should improve privacy and security, but 100% respondents in Europe think that Netflix should improve privacy and security.
Method used: Chi-Square Test
Detailed Findings: Analysis of Multiple Variables
We found no difference between the amount of hours watched and the ratings given
Infers that the entire user base interacts with the platform in the same way
Found there is no difference between men and women’s ratings toward elements of Netflix subscription
Q: Is there a difference between the amount of hours watched on the Netflix platform and the rating given to elements of Netflix?
=
Method used: Correlation
Regression Analysis not needed due to correlation results
Detailed Findings: Analysis of Multiple Variables
Q: Is there a difference in Netflix subscription to respondent’s average video consumption time?
We found there is no difference in the respondent's choice of subscribing to Netflix to their average time spent on video consumption.
Indicates that the hours users spent on streaming videos have no relation to their decisions on whether subscribing to Netflix or not.
P-VALUE = 0.648
≠
Method used: Independent T-Test
P-value = 0.648
Detailed Findings: Analysis of Multiple Variables
Q: Is there a difference between age and the amount of hours watch videos?
Method: Correlation
We found no difference between age and the amount of hours watch videos.
There is no relationship between respondent’s age and how many hours they spend on watching video.
P-VALUE = 0.916
Conclusion
Recommendations
Thank you!
APPENDIX 〉
(n.d.). Retrieved October 05, 2020, from http://www.chyxx.com/industry/201807/662706.html
Netflix. "Number of Netflix paying streaming subscribers worldwide in 3rd quarter 2020, by region (in millions)." Chart. October 20, 2020. Statista. Accessed November 27, 2020. https://www-statista-com.proxy.library.nyu.edu/statistics/483112/netflix-subscribers/
Video Streaming (SVoD). (n.d.). Retrieved October 05, 2020, from https://www-statista-com.proxy.library.nyu.edu/outlook/206/100/video-streaming--svod-/worldwide
Why Is Netflix Struggling In Asia, and Who Are They Competing Against? (2020, June 25). Retrieved December 07, 2020, from https://flixed.io/netflix-struggling-asia/
Kharpal, A. (2019, May 10). Netflix has a China strategy - but it doesn't involve launching there soon. Retrieved December 07, 2020, from https://www.cnbc.com/2019/05/10/netflix-has-a-china-strategy-it-doesnt-involve-launching-there-soon.html
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