Understanding the Streaming Video Consumer
The StreamOn study focuses on three segments of streaming video customers:
Testers—Individuals who have tried premium streaming video services, but either have not upgraded an existing subscription or have canceled a past one
Supplementers—Individuals who subscribe to a premium video streaming service and modified their traditional Pay TV subscription
Complementers—Individuals who subscribe to a premium streaming video service and have not modified their traditional Pay TV subscription
An online focus group consisting of 36–46 individuals interacting via secure online bulletin boards. Participating firms will be given the opportunity to help shape the discussion and will be invited to observe the discussions and guide the moderators in real time.
An online survey of 1,200 Testers, Supplementers and Complementers. The survey includes a MaxDiff choice exercise that will drive the creation of an interactive simulator that optimizes streaming video plan features and options.