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Investment ResearchUnderstand usage of popular services and brands and 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 through mail-order DVDs. He wanted to understand more about subscriber numbers and how satisfied consumers are with Netflix. He created a tracker survey so he could follow trends on Netflix (and its competitors) subscriptions and satisfaction.
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 Insights
Netflix has significant market shareAlmost a third of the respondents who took the survey are current Netflix subscribers, and another 20% have subscribed 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 to very likely to cancel in the next 3 months.
Free streaming services are used as alternatives to Netflix Non-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 $20,000b. $20,000 to $49,999c. $50,000 to $99,999d. $100,000 to $149,999e. $150,000 or moref. Prefer not to disclose
PAGE: NETFLIX
2. Are you a current Netflix subscriber?a. Yesb. 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 onlyb. Streaming + DVD(s) by mailc. 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 dealb. Increased a moderate amountc. Increased a littled. Stayed about the samee. Decreased a littlef. Decreased a moderate amountg. Decreased a great deal
5. Overall, how satisfied are you with your Netflix subscription?a. Extremely satisfiedb. Very satisfiedc. Moderately satisfiedd. Slightly satisfiede. 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 likelyb. Very likelyc. Moderately likelyd. 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. Don't use enoughb. May move to a competitorc. Content I want is not availabled. Poor customer servicee. Poor technical supportf. Poor video or audio qualityg. Price is too highh. Other (please specify)
PAGE: FORMER NETFLIX SUBSCRIBERS
10. How long ago did you cancel your Netflix subscription?
a. Less than a month agob. 1 to 3 months agoc. 4 to 6 months agod. 7 to 12 months agoe. More than a year agof. I don’t know
11. Why did you cancel your Netflix subscription? (Select all that apply.) [randomize]a. Didn't use enoughb. Moved to a competitorc. Content I wanted was not availabled. Poor customer servicee. Poor technical supportf. Poor video or audio qualityg. Price was too highh. 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. Dailymotionb. Vimeoc. Facebookd. HBO.come. YouTubef. Crackleg. Amazonh. Break.comi. ABC.comj. NBC.comk. Hulul. None of the above
m. Other (please specify)
View the SurveyMonkey SurveyNetflix- SurveyMonkey Survey Link
See the ResultsNetflix- Shared Results
Learn MoreTo receive a copy of this “Investment Research” survey template and any other SurveyMonkey Audience case study templates, contact [email protected]. For more information about SurveyMonkey Audience, visit our website: audience.surveymonkey.com
