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!