A Conjoint-based Approach on Determining the Factors Affecting on Preference of Subscribing a Netflix Plan

This study uses a conjoint analysis approach to determine the key factors influencing subscriber preferences for subscribing to Netflix plan. In a rapidly evolving industry, understanding the drivers of subscription choices is critical for market success. Through a designed survey, respondents are presented with different hypothetical Netflix subscription plans characterized by attributes such as price, resolution, same time watch device, downloadable device and device specs. By analyzing respondents’ answers from these attributes, researchers aim to find out the relatedness of each attribute and levels with the subscription preference. The study’s findings can help Netflix make more strategic decisions about plan options and pricing policies, so that it can better serve the wide range of demands and tastes of customers in the cutthroat streaming market.