The Challenge
A global streaming platform required content preference and subscription value data from 3,500 active subscribers across US, UK, Germany, Brazil, and India. Conjoint analysis to quantify willingness to pay for content tiers and features.
Our Approach
CAWI with adaptive conjoint (CBC) module. Screener targeting active subscribers with at least 2 hours weekly usage. Content genre preference, original vs licensed content value, and ad-supported tier willingness modules. Native-language surveys in German and Portuguese.
Results
3,500 completes. 5 markets. 2-week delivery. CBC willingness-to-pay estimates and content preference rankings by market delivered.
Client Outcome
Brazil and India showed high willingness to accept an ad-supported tier at a 50% price discount. Client launched ad-supported tiers in both markets within 3 months of the study.
Project Specifications
- Markets Covered: US, UK, Germany, Brazil, India.
- Audience Recruited: Paid streaming subscribers (>2 hours weekly view time).
- Methodology: CAWI survey containing Choice-Based Conjoint (CBC) modules.
- Languages: English, German, Portuguese.
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