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    Group 1 - Generic Conjoint Analysisfdf

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    divesh
    The document discusses the results of a generic conjoint analysis conducted on OTT platforms. It identifies price, number of screens, and original/exclusive content as the most important attributes to users. The analysis found that while number of screens and original content increase willingness to pay, video quality has little effect. It also notes inconsistencies in the willingness to pay for different numbers of screens.

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    Group 1 - Generic Conjoint Analysisfdf

    Uploaded by

    divesh
    43 views3 pages
    The document discusses the results of a generic conjoint analysis conducted on OTT platforms. It identifies price, number of screens, and original/exclusive content as the most important attributes to users. The analysis found that while number of screens and original content increase willingness to pay, video quality has little effect. It also notes inconsistencies in the willingness to pay for different numbers of screens.

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    Group 1_Generic Conjoint Analysisfdf

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    The document discusses the results of a generic conjoint analysis conducted on OTT platforms. It identifies price, number of screens, and original/exclusive content as the most important attributes to users. The analysis found that while number of screens and original content increase willingness to pay, video quality has little effect. It also notes inconsistencies in the willingness to pay for different numbers of screens.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    43 views3 pages

    Group 1 - Generic Conjoint Analysisfdf

    Uploaded by

    divesh
    The document discusses the results of a generic conjoint analysis conducted on OTT platforms. It identifies price, number of screens, and original/exclusive content as the most important attributes to users. The analysis found that while number of screens and original content increase willingness to pay, video quality has little effect. It also notes inconsistencies in the willingness to pay for different numbers of screens.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
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    You are on page 1of 3

    Generic Conjoint Analysis

    Group 1
    Avi (382) | Divesh (387) | Sarthak (415) | Shalini (416) | Shivam (420) | Vaibhav (431)

    Product Chosen: OTT Platforms

    Reason: We made the brand-specific conjoint on OTT but in this case, we assume that brands do
    not play a role so that we can come up with an offering that would be suitable for the consumers
    and match their preferences. This would enable us to add features that the consumers are willing
    to pay for in OTT platforms.

    Assumption: Brand (Netflix, Amazon prime video, Hotstar, Sony Liv etc.) does not play a role
    when it comes to selection of OTT platforms but other features do.

    Attributes Chosen:
    • Number of Screens: Number of screens refer to the number of devices that can use the
    account simultaneously at a given point of time. For example, 2 screens would mean that
    using one account, two devices can be plugged in to watch different content at the same
    time.
    • Video Quality: The quality of the video being streamed is one of the features that could
    affect consumer preference.
    • Original/Exclusive content: This is the number of content: movies/series that are
    exclusively/originally available on only the given platform. We believe that consumers
    are positively affected by more original/exclusive content present in a platform and
    would want to pay more for more content.
    • Price per month: This would help us determine how much a user is willing to pay for
    each of the above features if any new feature is added. Thus, this would help us
    appropriately price our offering.

    Experiment Link: https://run.conjoint.ly/study/128281/ke8qkp1ni5

    Results:
    We had the following conclusions:
    • Price is a major determinant when it comes to choosing OTT platforms.
    • The attributes that majorly affect user’s willingness to pay are Number of Screens
    followed by the Original/Exclusive content.
    • We can also see that video quality is the least relevant attribute among these. The
    possible reason could be that now-a-days, mostly videos are streamed with quality 720p
    and up and so users are not much affected by quality of video.

    Group 1_Generic conjoint analysis 1


    • We also saw that as we increase the number of screens from 1 to 2, marginal willingness
    to pay is actually negative whereas it increases for 1 to 3 and 1 to 4. The reason for the
    disparity could be low level of data available to us.
    • It is also visible that the marginal willingness to pay increases with the increase in
    number of original/exclusive content as well as the video quality.

    Figure 1: Relative Importance of Attributes

    Figure 2:Relative Value by Level

    Group 1_Generic conjoint analysis 2


    Figure 3: Marginal Willingness to pay

    Figure 4: Ranked List

    Group 1_Generic conjoint analysis 3

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