Seeing (RED): a qualitative analysis of the product (RED ...
MKT315 - YouTube Red Analysis
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Transcript of MKT315 - YouTube Red Analysis
VERMINION RESEARCH AGENCY
Team IntroductionsPaolo MazzaTeam and Presentation Lead
Melanie AndresConjoint Analysis Expert
Marzena MarciniecDemographics and Behavior Consultant
Ben TuckerLead Perceptual Mapper
Table of Contents
▸Overview▸Behavior and Demographics
▸Perceptual Mapping▸Conjoint Analysis▸Recommendations
Overview
▸Increase market share of YouTube Red for college students
▹ 1.5 million paid subscribers▹ Available in only 4 countries
▸Determine most valuable characteristics of YouTube Red to college students
Behavior and Demographics
Perceptual Mapping
Perceptual Mapping
- Formed from focus groups
- Their responses are the basis for surveys
- Send surveys to college-age students
- Collect data from surveys- Process and graph data to analyze results
Perceptual Mapping- Attributes
- Convenient- Affordability- Commercials- Stream Quality- Ease of Use- Good Content- Original Content- Mainstream- Relevant- Personalization
- Personalization- Security- Boring- Family Friendly- Advertising- Sports- Social Media- Audience- Preference
Perceptual Mapping:
TVE=81.59%
What’s this mean?- “Total Variance Explained”
- We have captured nearly 82% of the target market’s opinion from our surveys
- In other words, we have 82% data capture
Perceptual Mapping- Brands Being Analyzed
- Amazon Prime
- CBS All-Access
- Crunchyroll- Fox Now- HBO Go- Hulu- MLB.tv- Netflix- WWE Network
- YouTube Red
Grand Map
Name the Axes Map
Perceptual Mapping- Quick Summary
- YouTube Red is not in a prime position but there is opportunity for change
- Top attributes- 1. Good Content- 2. Affordability- 3. Ease of Use
Conjoint Analysis
Conjoint Analysis
Problem:
YouTube Red holds 26% of the market share - significantly lower than the market leader, Amazon Prime, holding 40% of the market share.
YouTube Red would like to increase their market share.
Features and Levels
Statistical Quality
▸Orthogonal Design▹ Created Profiles
▸Survey▹ Profiles ranked
Statistical Quality
▸Regression Analysis▹ 97% Confidence Interval
Results not due to luck▹ More than enough data
captured▹ Utility = Happiness
Column chart
Bar Graph
Linearity with affordability and cost
● Non-Linear○ Not rational
YouTube Red vs Amazon Prime
TPU = Customer Satisfaction
YouTube Red vs Amazon Prime
TPU = Customer Satisfaction
Current Market Share
Market Simulation
Market Simulation
Recommendations
Recommendations
▸Decrease the price for subscriptions
▸Focus on developing high-quality content
▹Original Content is preferred level
▸Security and Ease of Use are also characteristics with high potential
THANK YOU!