A RESEARCH REPORT ON NETFLIX NETFLIX INDIA
By Group 4 Submitted To:
Submitted by: Rohit Raj (2015173)
Prof. Ateeq Shaih
Rohit Tri!edi (20152"7) (20152"7 ) A#$hit %hhabra (20152&') iha* Rathi (2015317)
2
Contents
Page no
1. Abtra$t
'
2. +#trodu$tio#
5
3. Re!ie, of -iterature
11
'. Theoreti$a* rame,or
12
5. /ethodo*oy
15
&. Reu*t
17
7. %o#$*uio# a#d i$uio#
27
. Refere#$e
30
3
Netf!" In#!a$ %! !t &e a &o'(&uster or a )ere p!pe#rea)* A&stra't ith the a##ou#$eme#t of 4etf*i6 a!ai*abi*ity i# +#dia it eem the ,ho*e !ie,er a#d ub$riber rou8 ha ot di!ided i#to 2 rou8. 9#e rou8 raie $o#$er# reardi# it u$$e i# +#dia ,hether it ,i** be a 8io#eer i# the fie*d of e#tertai#me#t a#d o#*i#e treami#. 9ther rou8 tro#*y ad!o$ate it 8ree#$e a#d $*aim of bei# u$$efu*. e are more i#tereted i #tereted i# *ater tha# the former. +# our reear$h the u$$e or fai*ure of 4etf*i ha bee# rated o# !ariou 8arameter *ie it a!ai*abi*ity a#d a$$eibi*ity 8ri$i# $o#te#t to ,at$h 8refere#$e or $hoi$e to ,at$h a#d 8ote#tia* ri!a* if a#y. aed o# the 8arameter ,e framed a #o. of hy8othee. Thee 8arameter be$ame our fou#datio# for reear$h methodo*oie. 9ur methodo*oie i#$*uded i#formatio# about taret 8o8u*atio# dei#i# of quetio##aire the ,ay ho, re8o#e ,ere $o**e$ted their re8o#e rate a#d am8*e i;e reu*ti# from !ariou de$iio# a#d fi#a**y de$ri8tio# a#d $ateori;atio# of !ariab*e fa**i# u#der ea$h hy8othee. <.. our taret 8o8u*atio# for the reear$h ,ere the 8eo8*e ,ho had a$$e to i#ter#et fa$i*ity ,ithout a#y hi#dra#$e a#d ,ere ab*e to ue it that mea# a** 8eo8*e abo!e the a e of 15 year. year. 9ut 9ut of 200 8eo8*e a 8o8u*atio# 8o8u*atio# i;e ,e too 100 100 8eo8*e a our am8*e i;e to tet them. The# ,e $o#du$ted a# o#*i#e ur!ey a#d aed the re8o#de#t a #o. of quetio# about their e#der a##ua* i#$ome their i#$*i#atio# to,ard ,at$hi# mo!ie o# 4etf*i i#ter#et 8e#etratio# i# their $ity their i#ter#et ba#d,idth 8eed $o#te#t to ,at$h et$. Thoe re8o#e ,ere $a8tured !ia oo*e form a#d oo*e 8readheet. e ot 8*e#tifu* re8o#e a 8er the quetio# thro,# by u. e a#a*y;ed thoe re8o#e a#d data throuh SPSS too* a#d obtai#ed !a*uab*e reu*t ome of them ,ere rea**y trii#. 9ur ey fi#di# ,ere: 1. 8ayi# for ub$ri8tio# of 4etf*i doe doe #ot de8e#d o# +#$ome. 2. +#ter#et 8e#etratio# 8e#etratio# i# the $ity 8oiti!e*y i#f*ue#$e treami# treami# $o#te#t o# 4etf*i. 3. +#$*i#atio# to,ard 4etf*i doe doe #ot de8e#d o# $o#umer6 i#ter#et ba#d,idth 8eed. '. The o8i#io# o# o#*i#e 8ira$y i#f*ue#$e ,i**i##e ,i**i##e to 8ay for 4etf*i 5. +#$*i#atio# to,ard ui# 4etf*i 4etf*i er!i$e er!i$e doe #ot de8e#d de8e#d o# ae. ae. =o,e!er to our 8e$u*atio# that tate a#d 8refere#$e of 4etf*i $utomer hou*d de8e#d u8o# hi>her e#der the reu*t obtai#ed from SPSS a#a*yi re!ea* that tate a#d
8refere#$e doe#6t de8e#d u8o# the e#der of a ub$riber. That mea# ,hoe!er i obtai#i# er!i$e from 4
/e# a#d ,ome# $a# ha!e equa* i#$*i#atio# to,ard the $o#te#t be it mo!ie o# !ideo or a#y other T eria* rea*ity ho, et$.
Intro#u't!on Remember thoe ,i*ti# riday #iht ,he# you had to #ude throuh a ea of Torre#t *i# to et fi#d the riht qua*ity of your fa!orite Ameri$a# T erie or =o**y,ood mo!ie@ e +#dia# are #ot 8ro8ira$y o#*y that ,e ha!e #o other but to do,#*oad 8irated $o#te#t of ,eter# e#tertai#me#t $o#te#t. ut o#e are thoe day a ,e +#dia# $a# #o, ,at$h ome of the mot ouht after ho, at the ame time ,he# they et re*eaed i# other 8art of the ,or*d. 4etf*i ha e#tered i#to the hue a#d 8romii# +#dia# $o#umer maret a it a##ou#$ed it *au#$h i# ebruary 201&. 4etf*i i a BS baed ,eb er!i$e that offer o#*i#e treami# of !aried e#tertai#me#t $o#te#t. +t ,a fou#ded by Reed =ati# i# 1""7 a a bymai* bui#e before tra#itio#i# i#to a fu**y ,eb baed $o#te#t 8ro!ider i# 2007. 4etf*i i mai#*y #o,# for it $o#te#t $ata*oue ,hi$h i#$*ude it orii#a* ho, fu***e#th mo!ie do$ume#tarie a#d ta#du8 $omedy 8e$ia* a#d id erie. +t #o, er!e o!er 1"0 $ou#trie a#d i o#e of the *aret of it i#d i# B#ited State. 4etf*i boat of ome of the biet b*o$buter $o#te#t *ie =oue of %ard arede!i* reai# ad a#d o o#. Thouh 4etf*i ,a a# o!er,he*mi# u$$e i# B#ited State a#d fe, other
+f ,e *oo at 8ri$e arbitrae the BS $ab*e T ARPB (A!erae Re!e#ue 8er Ber) i arou#d BS 0100 ,hi*e 4etf*iC ub$ri8tio# rate are i# the bra$et of BS 10. That i a hue 8ri$e arbitrae ad!a#tae that 4etf*i a#d other 9TT o8erator had i# the BS. The +#dia# $ab*e T maret ha o#e of the *o,et ARPB i# the ,or*d. 4etf*iC bai$ ub$ri8tio# 8*a# i !irtua**y doub*e.
%o#te#t ,i** the 8irate dri!e# +#dia# $o#umer $*a o8t for u$h a er!i$e@ 9#*i#e 8ira$y he#$e $a# be a mae or brea for a bui#e *ie 4etf*i. 9ur ur!ey quetio# are dei#ed i# u$h a ,ay that a** the aumed hy8othee ,i** be addreed a#d $a# be tudied o# reear$h too* *ie SPSS. Bi# de$ri8ti!e tatiti$a* method ,e ha!e 8erformed a thorouh a#a*yi of a** the 8arameter me#tio#ed abo!e.
Resear'+ ,uest!ons$
1. 2. 3. '.
hat are the !ariou i#$ome rou8 ,ho $a# afford 4etf*i ub$ri8tio#@ =o, doe the i#ter#et 8e#etratio# i# the $ity i#f*ue#$e the treami# $o#te#t i# 4etf*i@ =o, doe the ub$riber6 e#der i#f*ue#$e their tate a#d 8refere#$e@ hat are the differe#t ae rou8 that $a# i#f*ue#$e 4etf*i er!i$e@
Resear'+ O&-e't!.es$ • • • •
+#$ome rou8 ,ho $a# afford 4etf*i ub$ri8tio#. +#ter#et 8e#etratio# i# the $ity i#f*ue#$e the treami# $o#te#t o# 4etf*i. De#der of ub$riber i#f*ue#$e their tate G 8refere#$e. Ae rou8 of ub$riber i#f*ue#$e the 4etf*i er!i$e.
A.a!a&!!ty$ Reguar Do/noa#
4etf*i i o#e of the e#ui#e $ro8*atform !ideo treami# a88*i$atio# that are $urre#t*y a!ai*ab*e ,or*d,ide. Sub$riber $a# a$$e thi o# a# iPho#e iPad A#droid mart8ho#e or tab*et i#do, 8ho#e a#d tab*et o# the ,eb bro,er o# a P% Smart T 8*atform A88*e T bo So#y P*ayStatio# a#d /i$rooft ?bo $o#o*e a ,e** a tream ui# a Doo*e %hrome $at u88orted de!i$e a#d *uRay 8*ayer. 1 ub$ri8tio# a**o, him>her to a$$e o# a#y of thee de!i$e that he>he may o,#.
Pr!'!ng$ 0ar!ety of opt!ons
4etf*i offer a mu*titier bi**i# 8*a# to +#dia# ub$riber. +f a ub$riber i# u8 ui# the ,eb bro,er o# hi P% he et the o8tio# of three bi** 8*a#Hai$ Sta#dard
₹&50
>mo#th a#d Premium
₹00>mo#th.
₹500>mo#th
The ai$ 8*a# e#ab*e treami# i#
Sta#dard efi#itio# (S) reo*utio# o# a#y o#e de!i$e at a time. The Sta#dard 8*a# offer =ih efi#itio# (=) treami# a#d imu*ta#eou !ie,i# o# t,o $ree#. Thi i idea* they 8*a# to ,at$h T ho, o# their 8ho#e ,hi*e their 8are#t>8oue e#joy a mo!ie o# the A88*e T $o##e$ted to their *i!i# room te*e!iio#. The Premium 8*a# offer B*tra = ('I) $o#te#t too ,he#e!er a!ai*ab*e a#d a**o, them to tream imu*ta#eou*y o# four de!i$e. A a uer they $a# i# u8 for the er!i$e throuh their ,ebite a#d ue that + a#d 8a,ord to i# i# to the a88 o# a#y other de!i$e *ater. =o,e!er if they dire$t*y ,a#t to i# u8 for the er!i$e o# their A#droid>i9S de!i$e they ha!e that f*eibi*ity too ie. 8ay throuh the Doo*e P*ay Store>A88*e A88 Store re8e$ti!e*y a#d e!e# ue that + a#d 8a,ord to i# i# o# other de!i$e i# the future. They et a# a$$e to the e#tire *ibrary of $o#te#t be it mo!ie or T ho, by 8ayi# o#e time fee. =o,e!er if a ub$riber i# u8 for 4etf*i i# +#dia ui# their i9S de!i$e there are differe#t tariff 8*a# o# offer. The 8ayme#t i made throuh the A88*e A88 Store rather tha# hari# their $redit $ard detai* ,ith 4etf*i. or S treami# o# $ree# there i a bai$ J4etf*iK 8*a# that $ot ₹'"0. After that 4etf*i 1 S$ree# 8*a# ( ₹500 8er mo#th) u8rade him to = but tream o#*y o# o#e $ree# at a time. The 4etf*i 2 S$ree# 8*a# (₹&50) a#d 4etf*i ' S$ree# 8*a# ( ₹00) offer imu*ta#eou treami# a#d the to8tier 8*a# a*o offer hiher reo*utio# $o#te#t. Content$ Fro) )o.!es to )us!'
aed o# *o$a*i;atio# a8e$t there are t,o 8art to ,hat 4etf*i ha to offer i# +#dia. irt the $o#te#t they offer i# the BS a#d other $ou#trie. Thi i#$*ude a mai!e $o**e$tio# of =o**y,ood mo!ie T ho, from other tudio a#d broad$ater a ,e** hih roi# T ho, that are 4etf*i 9rii#a*. Se$o#d*y there i the *o$a* +#dia# $o#te#t. The +#dia# mo!ie a#d T $ateory offer a *ot of mo!ie but #o T ho, are $urre#t*y ru##i# o# the 8o8u*ar =i#di e#era* e#tertai#me#t (mo!ie a#d mui$) $ha##e*. Po8u*ar
o**y,ood mo!ie i#$*ude $urre#t $ommer$ia* mo!ie *ie Piu -ootera =ero8a#ti Fou#itaa# a#d e!e# ome ba$dated o*d b*o$buter u$h a A#daa; A8#a A8#a =um Aa8e =ai# Iau# a#d Shor i# the %ity. There are hard*y a#y re$e#t re*eae a#d the e#tire *ibrary of +#dia$e#tri$ $o#te#t a!ai*ab*e i quite *imited. +t i e8e$ted that it ,i** $ha#e i# the future but at 8ree#t thi hou*d#6t be the o#*y reao# to i# u8 for 4etf*i. The *oba* $o#te#t i i# me u8 ha8e ,ith a ,ide ra#e of mo!ie a#d T ho,. Si#$e ,e are a$ti!e uer of the BS !erio# of 4etf*i ,e are quite im8reed to ee a** of the $o#te#t ,e ,at$h there i a!ai*ab*e o# the +#dia# !erio# a*o. Pree#t*y there i #o $e#orhi8 o# the +#ter#atio#a* $o#te#t i# the +#dia# a88 but that may $ha#e e!e#tua**y the ,ay mo!ie $ha##e* o# T ha!e to do,#rade the $o # t e # t i# term of !iua* a#d *a#uae. A a ru*e 4etf*i i tro#er ,ith mo!ie a#d do$ume#tarie i# it 8o$et (,hi*e the *ie of =u*u a#d Sho,time are mu$h better if you are a fa# of T ho,). =o,e!er the e$e8tio# to that ru*e i 4etf*i6 o,# T ho, a#d mo!ie $a**ed 9rii#a* ,hi$h i#$*ude the quite fa#tati$ erie *ie 4ar$o Lei$a Lo#e arede!i* /ai# of a /urderer 9ra#e i the #e, *a$ Se#e a#d eat of 4o 4atio# et$.
Potent!a R!.as
+# +#dia ,e $urre#t*y ha!e =ooq (=ooq T a!ai*ab*e o# A#droid a#d i9SM tarti# at R.1"" 8er mo#th) ,hi$h i fa#tati$ for mo!ie buff a#d 9*e (9*e. ro$M a!ai*ab*e o# A#droid i9S i#do, N
₹2'"
8er mo#th) ,hi$h doe etreme*y ,e** ,ith the
*atet T ho, a#d i quite oay ,ith mo!ie. eide that there are#6t ma#y other o8tio#. Doo*e6 o,# /o!ie a#d T a88 doe#6t rea**y ha!e mu$h e$iti# $o#te#t i# +#dia a#d #either doe the A88*e iTu#e tore. Star6 =ottar i fo$ued o# $ertai# T ho, but $a##ot be $o#idered a a re8*a$eme#t for a fu** o$$u8ied T $o##e$tio#. 4etf*i be$ame u$$efu* attributi# to the fa$tor *ie: broader e*e$tio# of $o#te#t from the $o**e$tio# mu*ti a$$eibi*ity from !ariou de!i$e *ie T 8ero#a* $om8uter a#d mart 8ho#e ba#d,idth a!ai*abi*ity i# the hot $ou#trie thereby e*imi#ati# the #eed to !iit a tore et$.
The arri!a* of 4etf*i i# +#dia miht mea# that ri!a* !ideo treami# er!i$e u$h a =u*u Sho,time a#d =9 #o, miht be for$ed to $o#ider the +#dia# maret oo#er or *ater. =u*u a#d Sho,time ha!e a mai!e *ibrary of T ho, a#d add the *atet e8iode i#ta#t*y. =9 ha ome rea**y di!ere $o#te#t too. ut i# rea*ity thi miht be 8reumed a a touh ta to a$$om8*ih. A88*e /ui$ bei# a!ai*ab*e i# +#dia (A#droid a#d i9S) doe#6t for$e the *ie of S8otify to re8o#d. At 8ree#t 4etf*i 8ri$i# i# +#dia i !ery imi*ar to ,hat they offer to BS $o#umer. e are#6t e#tire*y ure if the +#dia# maret i mature e#ouh for thoe 8ri$e yet. B#*e 4etf*i be$ome the hub of T ho, true $e#ario ,i** #ot $ o m e i#to 8*ay a**o,i# 8eo8*e to #i8 the $ab*e T or ire$tto=ome $o##e$tio#. Riht #o, it i the 8erfe$t too* for a mo!ie maratho# o# a mu#da#e ,eee#d.
Re.!e/ !terature for Netf!" !n In#!a 1 4etf*i i ,or*d6 to8 o#*i#e treami# er!i$e 8ro!ider that e#ab*e uer to ,at$h !ideo a#d other $o#te#t o# de!i$e ra#i# from *atet mart 8ho#e to mart T6. +t $a# be i#terated ,ith other e*e$tro#i$ media de!i$e *ie P*ayStatio# ?bo a#d A88*e T aai# a**o,i# uer to tream dire$t*y o#to *are $ree#. 4etf*i i a*o the $reator of a *ot of orii#a* made for the ,eb $o#te#t mu$h of ,hi$h i #o, i# hih reo*utio# u*tra = qua*ity 4etf*i 8*a##ed to b*o$ 8roy a$$e to $e#ored>e8*i$it $o#te#t. A 8er thi mo!e 4etf*i +#dia6 ub$riber ,ou*d#6t be ab*e to ue 8roy er!er to ,at$h $o#te#t that ,a #ot a!ai*ab*e i# the $ou#try. Sub$riber ofte# ued 8roy er!er that fa$i*itated a$$e to i#ter#et $o#te#t that ,a #ot a!ai*ab*e *o$a**y to ,at$h 8o8u*ar ho, u$h a =oue of %ard a#d 9ra#e i the #e, b*a$ et$. A 8oe8ero# of $om8a#y6 $o#te#t de*i!ery ar$hite$ture o#$e aidK +f a** of our $o#te#t ,ere *oba**y a!ai*ab*e there ,ou*d#6t be a reao# for member to ue 8roie or u#b*o$er.K 4etf*i e8e$ted to ue a afe tratey of $*am8i# do,# o# thee 8roie or u#b*o$er i# u8$omi# ,ee. The a##ou#$eme#t $ame jut a ,ee after 4etf*i ,e#t *i!e i# more tha# 130 $ou#trie $o!eri# a*mot the ,ho*e ,or*d e$e8t %hi#a. +t a*o aid that at the time that a** of it ho, ,ou*d #ot be a!ai*ab*e immediate*y to ub$riber i# $ertai# $ou#trie but that it ,a ,ori# to,ard reo*!i# it. ai$a**y the aim ,a to 8ro!ide a er!i$e arou#d the ,or*d that i more imi*ar that #ot. Bi# P46 or 8roie to !irtua**y $ro border !io*ated 4etf*i6 term of ue be$aue of *i$e#i# retri$tio# o# T ho, a#d mo!ie. 4etf*i6 re#e,ed fo$u o# +#dia# maret ,a dri!e# by the fa$t that 'D ,a be$omi# mai#tream i# the $ou#try ,ith Airte* odafo#e a#d +dea a*ready *au#$hi# 'D er!i$e a#d Re*ia#$e Lio offeri# the er!i$e to 8ub*i$ by mid201&. A*o o#*i#e !ideo $o#um8tio# i# +#dia i ro,i# e#ormou*y thi i e!ide#t from the fa$t that i# 201' +#dia# +#ter#et uer $o#umed '1 bi**io# mi#ute of !ideo e!ery mo#th ,hi$h i 15'1 mi#ute of o#*i#e !ideo a$$eed 8er e$o#d. 9!era** '&E of a** a major $hu# i# +#ter#et $o#um8tio# i# +#dia ha88e# due to o#*i#e !ideo treami# a#d trade e8ert be*ie!e a $om8a#y *ie 4etf*i $a#6t afford to *oe thi o88ortu#ity. +t i a*o ob!iou that *o,i# ro,th i# the BS ha 8ut 8reure o# 4etf*i to ro, i#ter#atio#a**y a#d +#dia ,ith o!er 300 mi**io# +#ter#et uer a#d a 8ote#tia* 1.2 bi**io# 8*u that $ou*d $ome o#*i#e i# the #et fe, year i bei# ee# a it #et bi ro,th maret. B#ti* re$e#t*y 4etf*i ,a a!ai*ab*e i# 4orth a#d South Ameri$a Autra*ia 4e, Oea*a#d La8a# a#d 8art of
Aia# maret u$h a =o# Io# Si#a8ore Tai,a# a#d South Iorea. A 8er !ariou re8ort 4etf*i ha borro,ed 1 bi**io# for it *oba* e8a#io# 8*a#.
+#dia 4ieria Ruia a#d Saudi Arabia ,ere amo# the 130 $ou#trie ,here the er!i$e ,a *au#$hed *at ,ee. 4etf*i ,a *au#$hed i# +#dia o# La# & 201&. The tratey ,a im8*e that they had a re8o#ibi*ity to 8rom8t o,#er to o#*y ho, that $o#te#t i# the eora8hie for ,hi$h they ha!e a *i$e#e. <#for$i# thoe retri$tio# ,a aai# 4etf*i re8o#ibi*ity. ith it i#itia* ru# 4etf*i ,a u$$efu* i# ar#eri# ubta#tia* 8o8u*arity.
A D!fferent P!'ture
=o,e!er e!erythi# i #ot a fa#$y a ,e thi#. The #e, about 4
4et 4eutra*ity i# the BS ,here they 8ro8aated a#d hared the meae of fair +#ter#et. +t $a# be i#ferred from abo!e that ,he# it $ome to #o#BS maret 4etf*i6 ta#d a#d beha!ior ot $om8*ete*y $ha#ed.
T+eoret!'a Fra)e/or( Nu Hypot+es!s$
1. Payi# for ub$ri8tio# of 4etf*i doe #ot de8e#d o# +#$ome. 2. Streami# $o#te#t o# 4etf*i doe #ot de8e#d o# +#ter#et Pe#etratio# i# $ity. 3. +#$*i#atio# to,ard 4etf*i doe #ot de8e#d o# $o#umer6 tate a#d 8refere#$e. '. i**i##e to 8ay for 4etf*i doe #ot de8e#d o# the o8i#io# o# o#*i#e 8ira$y. 5. Tate a#d 8refere#$e of 4etf*i $utomer doe #ot de8e#d o# e#der. &. +#$*i#atio# to,ard ui# 4etf*i er!i$e doe #ot de8e#d o# ae.
Aternate Hypot+es!s$
1. 2. 3. '. 5. &.
Payi# for ub$ri8tio# of 4etf*i de8e#d o# +#$ome. Streami# $o#te#t o# 4etf*i de8e#d o# +#ter#et Pe#etratio# i# $ity. +#$*i#atio# to,ard 4etf*i de8e#d o# $o#umer6 tate a#d 8refere#$e. i**i##e to 8ay for 4etf*i de8e#d o# the o8i#io# o# o#*i#e 8ira$y. Tate a#d 8refere#$e of 4etf*i $utomer de8e#d o# e#der +#$*i#atio# to,ard ui# 4etf*i er!i$e de8e#d o# ae
Depen#ent .ar!a&es$
Payi# for ub$ri8tio# of 4etf*i. Streami# $o#te#t o# 4etf*i. i**i##e to 8ay for 4etf*i. Tate a#d 8refere#$e of 4etf*i $utomer. 51 +#$*i#atio# to,ard ui# 4etf*i . 21 31 1 41
In#epen#ent .ar!a&e$ 21 31 1 41 51
+#$ome of the +#dia# %utomer. +#ter#et 8e#etratio#. ometi$ $o#umer6 tate a#d 8refere#$e. 9#*i#e 8ira$y. Ae G De#der
Hypot+es!s an# !ts #epen#ent an# !n#epen#ent .ar!a&es reate# to 6uest!ons1
=y8othei =1 =2 =3 =' =5 =&
e8e#de#t ariab*e +#de8e#de#t ariab*e Payi# for ub$ri8tio# +#$ome of $utomer. 9f 4etf*i. (Q.&) (Q.') Streami# $o#te#t o# +#ter#et 8e#etratio# i# 4etf*i. (Q.) %ity. (Q.7) +#$*i#atio# to,ard %o#umer6 tate a#d 4etf*i. (Q.5) Prefere#$e. (Q.") i**i##e to 8ay for 9#*i#e 8ira$y. (Q.10) 4etf*i. (Q.&) Tate a#d 8refere#$e of De#der. (Q.1) 4etf*i $utomer. (Q.") +#$*i#atio# to,ard Ae. (Q.2) Bi# 4etf*i er!i$e. (Q.5)
7et+o#oogy A1 T+e Target Popuat!on$
4etf*i i a ub$ri8tio#baed fi*m a#d te*e!iio# 8roram re#ta* er!i$e that offer media to ub$riber !ia +#ter#et treami# a#d therefore the taret 8o8u*atio# for the reear$h ,ere the 8eo8*e ,ho had the abi*ity a#d a$$e to i#ter#et ,ithout a#y hi#dra#$e. So it bai$a**y i#$*uded et of 8eo8*e abo!e the a e of 15 year. B1 Des!gn!ng of ,uest!onna!re$
The quetio##aire ,a dei#ed i# a ,ay o that the im8a$t of $ha#e i# the de8e#de#t !ariab*e $a# be ma88ed ,ith a $ha#e i# de8e#de#t !ariab*e. A** the !ariab*e ,ere $arefu**y i#$*uded i# the quetio# *ited o that effe$ti!e $o#$*uio# $ou*d be deri!ed.
C1 T+e /ays +o/ responses /ere 'oe'te#$
A oo*e form ,a f*oated i# thi reard a#d re8o#e ,ere the# $a8tured i#to a SPSS data heet a#d the# further a#a*yi ,a do#e. D1 Response Rates
The form ,a f*oated to a 8o8u*atio# of 200 8eo8*e. e re$ei!ed a tota* of 103 re8o#e. E1 Sa)pe s!8es resut!ng fro) .ar!ous #e'!s!ons
rom 200 re8o#e ,e too a am8*e i;e of 100 8eo8*e ,ith a tota* of 100 re8o#e for our a#a*yi 8ur8oe. The reao# bei# 1 t it ,a uffi$ie#t e#ouh to 8ro!ide a detai*ed 8i$ture of the $om8*ete 8o8u*atio# reardi# our reear$h. 2 4 ,ith a#y data e$eedi# 100 our a#a*yi miht ha!e be$ome tediou a#d $umberome.
Su))ary of 0ar!a&es$
Attr!&utes De#der
Ae rou8
A##ua* +#$ome
C+ara'ter!st!'s /a*e ema*e 1525 Fear) 25'0 Fear) Abo!e '0 Fear) e*o, 2.5 -ah) 2.55 -ah) 510 -ah) Abo!e 10 4ot a88*i$ab*e
N
& 35 51 '3 " 11 12 23 10 '7
9 :Appro"1; &&E 3'E '".5E '2E .5E 10E 11E 22E 10E '7E
Phi*oo8hy: Pramatim A88roa$h: edu$ti!e G ai$ Reear$h Stratey: /u*tiay Stratey Reear$h ei#: %roe$tio#a* a#d <8erime#ta* Ty8e of Reear$h: A#a*yti$a* A Sur!ey +#trume#t (quetio##aire) ,i** be de!e*o8ed ,ith quetio# baed o# $o#umer 8refere#$e for o# dema#d e#tertai#me#t er!i$e. Subeque#t*y quetio# about the differe#t er!i$e a#d their 8riority ,ou*d be e!a*uated. Thi ,i** *ead to a hy8othei (e.. 4etf*i ,i** #ot u$$eed i# +#dia). The quetio# i# the quetio##aire ,i** ee to tet thee hy8othee. The quetio##aire ,i** be ditributed to a am8*e (to be determi#ed) of houeho*d a#d you# adu*t a$ro metro a#d #o#metro $itie. e$ri8ti!e Stati ti$ a # d +#fere#tia* Statiti$ ,i** ue the SPSS oft,are. Statiti$a* tet ,i** be ru# to e#ure that reu*t ref*e$t the a$tua* $o#umer tate a#d 8refere#$e for u$h a #e, i#d of er!i$e.
Resuts Des'r!pt!.e Stat!st!'s
Descriptive Statistics
Gender Age Annual Income Inclination towards watching movies & serials on an online streaming service like Netflix Monthl !ament for Netflix su"scri!tion Internet availa"ilit in our cit #our internet "andwidth s!eed for streaming content on Netflix $ontent ou !refer to watch on Netflix #our o!inion on online !irac Valid N %listwise
N '() '() '() '()
Mean '.)* '.+, ).- /.)
Std. Deviation .*0.-* '.*/) './*
'()
/.)
'.)(
'.,(*
'()
'.//
.+(*
./+*
'()
).')
.,)-
.0-
'()
'.*
.,'0
.*(
'()
/.'
.0/
.0-(
Inferent!a Stat!st!'s
Hypot+es!s 21
Payi# for ub$ri8tio# of 4etf*i doe #ot de8e#d o# +#$ome. Reu*t of %hi Square Tet
Varian ce .//0 .*/( /.(/* '.++0
Case Processing Summary $ases Valid Missing 2ercent 2ercent N N Annual Income 3 '() '((.( ( .(4 Monthl !ament for 4 Netflix su"scri!tion
1otal 2ercent N '()
Annual Income * Monthly payment for Netflix subscription Cross tabulation $ount Monthl !ament for Netflix su"scri!tion
1otal 5elow +(( +(( 6 0(( A"ove 0(( Nothin g
'((.( 4
Chi-Suare !ests Asm!. Sig. %/6 sided& 2earson $hi6 S7uare 8ikelihood 9atio 8inear6"6 8inear Association N of Valid $ases
Value /(./(+
df '/
.(-)
'/ '
.(-.*)*
a
/(.(+/ .-'/
'() a. '* cells %0(.(4 have ex!ected count less than +. 1he minimum ex!ected count is .'(.
?2 (12) 20.205 80.0&3 A 8 (0.05) 4u** =y8othei i a$$e8ted. Thu ,e $a# ay that Payi# for ub$ri8tio# of 4etf*i doe #ot de8e#d o# +#$ome. Hypot+es!s 31
Streami# $o#te#t o# 4etf*i doe #ot de8e#d o# +#ter#et Pe#etratio# i# $ity. Reu*t of %hi Square Tet Case Processing Summary $ases Valid Missing 1otal N 2ercent N 2ercent
Internet availability in your city * Inclination to"ar#s "atching movies $ serials on an service li%e Netflix Cross tabulation
$ount Inclination towards watching movies & serials on streaming service like Netflix 8east interested Internet availa"ilit :idel availa"le in our cit Availa"le in s!ecific locations 2oor availa"ilit 1otal
8ess interested
Neutral
Interested
',
''
/+
/'
/
)
0
/
' //
' '+
/ )*
( /)
Chi-Suare !ests
2earson $hi6S7uare 8ikelihood 9atio 8inear6"6 8inear Association N of Valid $ases
*.,/'a -.'(/ .-'-
Asm!. Sig. %/6 sided .0- .-)' .*))
a. '( cells %--.04 have ex!ected count less than +. 1he minimum ex!ected count is .)+.
?2 () '."21 80.7&& A 8 (0.05) 4u** =y8othei i a$$e8ted. Thu ,e $a# ay that Streami# $o#te#t o# 4etf*i doe #ot de8e#d o# +#ter#et Pe#etratio# i# $ity.
Hypot+es!s 1
+#$*i#atio# to,ard 4etf*i doe #ot de8e#d o# $o#umer6 tate a#d 8refere#$e. Reu*t of %hi Square Tet
#our internet "andwidth s!eed for streaming content on Netflix 3 Inclination towards watching movies & serials on an online streaming service like Netflix
Case Processing Summary $ases Valid Missing N 2ercent N 2ercent '() '((.(4 ( .(4
1otal N 2ercent '() '((.(4
&our internet ban#"i#th spee# for streaming content on Netflix * Inclination to"ar#s " $ serials on an online streaming service li%e Netflix Crosstabulation
Inclination towards watching movies & serials on a streaming service like Netflix 8east intereste #our internet $om!letel "andwidth s!eed dissatisied for streaming Dissatisfied content on Netflix Neutral Satisfie d ;xtrem $ountn
8ess intereste
; Interested in
Neutral
/
/
(
(
*
)
*
'/
-
',
-
/
*
-
,
/
(
'
*
//
'+
)*
/)
Chi-Suare !ests
2earson $hi6S7uare 8ikelihood 9atio 8inear6"68inear Association N of Valid $ases
Value /).*)/a /0.(( 0.**
Asm!. Sig. %/6sided df '.'() '.(*' ' .((-
'() a. '0 cells %-.(4 have ex!ected count less than +. 1he minimum ex!ected count is .)+.
?2 (1&) 23.'32 80.103 A 8 (0.05) 4u** =y8othei i a$$e8ted. Thu ,e $a# ay that +#$*i#atio# to,ard 4etf*i doe #ot de8e#d o# $o#umer6 i#ter#et a#d,idth 8eed.
Hypot+es!s 41
i**i##e to 8ay for 4etf*i doe #ot de8e#d o# the o8i#io# o# o#*i#e 8ira$y. Reu*t of %hi Square Tet Case Processing Summary $ases Valid Missing 1otal
N 2ercen t
&our opinion on online piracy * Monthly payment for Netflix subscription Cross tabulation $ount Monthl !ament for Netflix su"scri!tion 5elow +(( 6 A"ove Nothin g +(( 0(( 0(( #our o!inion on <= '/ + ( '* )' online !irac Again ') ) ( // st Neutr ', , ' /' +( al 1otal ** '0 ' *' '()
Chi-Suare !ests
2earson $hi6 S7uare 8ikelihood 9atio 8inear6"68inear Association N of Valid $ases
Value *.'+(a *.+(* .((*
-
Asm!. Sig. %/6 sided& .-+-
'
.-(, .,*0
df
'() a. * cells %)).)4 have ex!ected count less than +. 1he minimum ex!ected count is ./'.
?2 (&) '.150 80.&5& A 8 (0.05) 4u** =y8othei i a$$e8ted. Thu ,e $a# ay that i**i##e to 8ay for 4etf*i doe #ot de8e#d o# the o8i#io# o# o#*i#e 8ira$y.
Hypot+es!s 51
Tate a#d 8refere#$e of 4etf*i $utomer doe #ot de8e#d o# e#der. Reu*t of %hi Square Tet
$ontent ou !refer to watch on Netflix 3 Gender
Case Processing Summary $ases Valid Missing 2ercen 2ercen N N t t '() '((.( ( .(4 4
1otal 2ercen N t '() '((.( 4
Content you prefer to "atch on Netflix * 'en#er Cross tabulation $ount Gender 1otal Male >emale $ontent ou !refer to watch on Netflix
;nglish movies & series ?indi movies &
Chi-Suare !ests
2earson $hi6 S7uare 8ikelihood 9atio 8inear6"68inear Association N of Valid $ases
Value ,.')-a ''.(/0 '.-*+
)
Asm!. Sig. %/6 sided& .(/
) '
.('/ ./((
df
'() a. * cells %+(.(4 have ex!ected count less than +. 1he minimum ex!ected count is /.(*.
?2 (3) ".13& 80.02 A 8U (0.05) 4u** =y8othei i reje$ted. Thu ,e $a# ay that Tate a#d 8refere#$e of 4etf*i $utomer de8e#d o# e#der.
Hypot+es!s <1
+#$*i#atio# to,ard ui# 4etf*i er!i$e doe #ot de8e#d o# ae. Reu*t of %hi Square Tet Case Processing Summary $ases Valid Missing 1otal
N 2ercen t
Age * Inclination to"ar#s "atching movies $ serials on an online streaming service li%e Netflix Cross tabulation $ount Inclination towards watching movies & serials on an online streaming service like Netflix 8east 8ess ;xtremel Neutral Interested interested interested interested 1otal Age '+ 6 /+ '( , ', + +' /+ 6 *( + '* '/ * *) A"ove * ' ' ) ( , *( 1otal // '+ )* /) , '()
Chi-Suare !ests
2earson $hi6 S7uare 8ikelihood 9atio 8inear6"68inear Association N of Valid $ases
Value 0.-+a .),0 .(/
Asm!. Sig. %/6 sided& .*-+
'
.),.00+
df
'() a. 0 cells %*-.04 have ex!ected count less than +. 1he minimum ex!ected count is .0,.
?2 (3) 7.&5 80.02 A 8 (0.05) 4u** =y8othei i a$$e8ted. Thu ,e $a# ay that +#$*i#atio# to,ard ui# 4etf*i er!i$e doe #ot de8e#d o# ae .
Con'us!ons an# D!s'uss!ons
The 8roje$t had i #u** hy8othee out of ,hi$h fi!e ,ere a$$e8ted a#d o#e ,a reje$ted. The to8i$ of our tudy ,a that ,e ,ere tryi# to fi#d that ,hether 4etf*i ,ou*d u$$eed i# +#dia or #ot. A o#e of our hy8othee i reje$ted ,e $a# $o#$*ude that 4etf*i may #ot u$$eed i# +#dia. T+e +ypot+eses /+!'+ are a''epte# are=
1. Payi# for ub$ri8tio# of 4etf*i doe #ot de8e#d o# +#$ome. 2. Streami# $o#te#t o# 4etf*i doe #ot de8e#d o# +#ter#et Pe#etratio# i# $ity. 3. +#$*i#atio# to,ard 4etf*i doe #ot de8e#d o# $o#umer6 i#ter#et ba#d,idth S8eed. '. i**i##e to 8ay for 4etf*i doe #ot de8e#d o# the o8i#io# o# o#*i#e 8ira$y. 5. +#$*i#atio# to,ard ui# 4etf*i er!i$e doe #ot de8e#d o# ae.
T+e +ypot+eses /+!'+ !s re-e'te# !s=
1. Tate a#d 8refere#$e of 4etf*i $utomer doe #ot de8e#d o# e#der.
Netf!" )ay not su''ee# !n In#!a #ue to t+e g!.en fa'tors=
1. +#dia ha i#ter#et 8e#etratio# of o#*y 11E a majority of ,hi$h are either !ery *o, or ha!e irreu*ar er!i$e. 2. The bu#d*ed er!i$e 8ro!ided by *o$a* $ab*e o8erator a#d T= are $hea8 a#d eai*y a$$eib*e a $om8ared to the $ot a#d te$h#i$a* 8e$ifi$atio# to a$$e 8ay 8er!ie, o# 4etf*i. 3. amo# the mobi*e 8ho#e uer6 majority ue bai$ feature 8ho#e e#era**y i#te#ded for mobi*e te*e8ho#y. A*o the hih data $hare additio#a* to the $ot of orderi# a ho,>mo!ie o# 4etf*i i a dii#$e#ti!e. '. /ot of the ho, or mo!ie are eai*y a#d a!ai*ab*e o#*i#e throuh torre#t a#d other,ie. 5. /ot of the +#dia# !ie,er ha!e *imited $hoi$e i# term of 8e$ia*i;ed e#tertai#me#t (e#era**y hi#di e#tertai#me#t mo!ie #e, a#d reio#a*). Ot+er potent!a reasons t+at 'an ea# to Netf!" fa!ure !n In#!a1
Pr!'e
The B.S. $ab*e T a!erae re!e#ue> uer (ARPB) i arou#d 0100 ,hi*e 4etf*i6 ub$ri8tio# rate are 10. ut at '5 +#dia# $ab*e T maret ha o#e of the *o,et ARPB i# the ,or*d. 4etf*i6 bai$ ub$ri8tio# 8*a# i !irtua**y doub*e at it $urre#t 8ri$i# rate.
Data C+arges
Te*e$om data uae rate are !ery hih. +# fa$t ome te*e$om firm are im8*eme#ti# a mode* i# ,hi$h !oi$e $a** are free. ata i ued to ba*a#$e the ta* time. Pri$e for !oi$e $a** are !ery *o,. Tata o%o/o e.. ha u#*imited !oi$e 8*a# ,ith free $a** duri# the 8eriod of the $heme ,hi$h tart at *e tha# 3.
De!.ery )e'+an!s)
D*oba**y 4etf*i $o#um8tio# i hiher throuh fied broadba#d *i#e a#d *arer $ree# !ie,i# at home. +# +#dia it i 8rimari*y o# the mobi*e. +# fa$t the e#tire diita* boom i $om8*ete*y mobi*edri!e# im8*yi# e!e# hiher data $ot.
Content
4etf*i ,i** #eed to fo$u u8o# it tratey ,hether to be a 8remium or #i$he maret 8*ayer. +f it i the former the $ha**e#e ,i** be to i#$*ude a *are amou#t of *o$a* $o#te#t o a to effe$ti!e*y $om8ete ,ith the +#dia# T broad$at a#d mo!ie i#dutryM if the tratey i to o o# #i$he maret 8ri$i# 8*a# may a*o #eed to be re!ie,ed a they are $urre#t*y hiher ,he# $om8ared to the a!erae te*e!iio# ub$ri8tio# or fi*m ti$et. %urre#t*y 4etf*i i offeri# three 8*a# for +#dia. The bai$ 8*a# a**o, uer to ,at$h o# o#e $ree# a#d $ot ₹500 (7.'0 at the $urre#t e$ha#e rate of 1₹. &7.5") 8er mo#th. The ta#dard 8*a# that $om8rie of t,o $ree# at the ame time i N ₹ &50 a#d the 8remium 8*a# for four $ree# i N ₹ 00. B.S. $om8a#ie at thi 8oi#t of time ha!e ear*ier fou#d they $a##ot tae eter# 8ri$i# mode* a#d re8*i$ate them to +#dia. a$eboo6 e$o#d*aret maret i +#dia ,ith 125 mi**io# uer. 9ut of them 11' mi**io# a$$e a$eboo throuh their mobi*e 8ho#e i# the year e#ded /ar$h 31 2015 the o$ia* media ia#t a, ,it#eed +#dia6 re!e#ue jum8 from 27E to 1.2& mi**io# a#d #et i#$ome roe 33E to 2.' mi**io#. =o,e!er
Re!e#ue 8er uer ,a 15 $e#t $om8ared to 10 i# the B.S. +f 4etf*i de$ide to $ut it rate ome *o$a* ri!a* may meet it head o#. ia$om1 $a# 8i$ u8 the au#t*et if it #eed a dee88o$et re8o#eM the $om8a#y i o,#ed by the ,ea*thiet +#dia# +#dutria*it /ueh Amba#i. =ottar i 8art of Ru8ert /urdo$h6 farf*u# em8ire. eide th a t =ottar i free it offer a 8erfe$t b*e#d of $ri$et a#d *o$a* $o#te#t. The $ut throat $om8etitio# offered by *o$a* a ,e** a re8uted Sate**ite T $ha##e* a#d iita* T o8erator a*o er!e a do,#radi# fa$tor for 4etf*i u$$e i# +#dia. /ajority of thee our$e are ho,i# $o#te#t *ie reio#a* T eria* reio#a* mo!ie dai*y oa8 ,hi$h i u#a!ai*ab*e i# 4etf*i ub$ri8tio# 8a$ae 8*a##ed for +#dia. After the $om8*ete diiti;atio# of eiti# ih a#d %ab*e $o##e$tio# format i# T a#d other broad$ati# media the 8e#etratio# of thee $o#te#t ha!e be$ome ram8a#t a$ro +#dia# media a#d e#tertai#me#t i#dutry.
Popuar!ty of Cr!'(et an# C!ne)a
+#dia ha a hue bae of %i#ema a#d %ri$et fa# a#d a*o# ,ith the re$e#t format of $ri$et *ie T20 ,or*d $u8 a# d +P- the 8ort i#dutry eem to ha!e tae# o!er the o**y,ood a#d other /ui$ i#dutry. 4etf*i miht *a$ 8ote#tia* to $ha#e the e#tire 8*ot 8ro!ided it i ab*e to our$e +#dia# $o#te#t 8ri$e it riht a#d ma#ae the 8eed of de*i!ery. A ma** #umber ,ou*d *o!e the 4etf*i B.S. $o#te#t but the rea* diru8tio# ,i** #eed /ade i# +#dia /ade for +#dia6 $o#te#t. A 8er 4etf*i 8oe 8ero# they are 8rodu$i# *o$a* T ho, i# +ta*y ra;i* the B.I. a#d a #umber of other $ou#trie a#d e8e$t that *it to ro, *oba**y a*o# ,ith our er!i$e. They ha!e a*o 8*a##ed to 8e#d about 5 bi**io# o# 8rorammi# riht i# 201& i#$*udi# ma#y tit*e that ,i** be e$*ui!e to 4etf*i arou#d the ,or*d. =o,e!er $o#te#t *i$e#i# ha traditio#a**y bee# !ery frame#ted a#d reio#a*i;ed. +t ,i** tae ome time e!era* year at *eat to et to a# offeri# that i the ame e!ery,here. %o#te#t matter a *ot a it di$tate tratey $o#umer 8refere#$e their i#teret a#d *ii# 8ri$i# a#d 8oitio#i# for the maret et$. -o$a* $o#te#t 8ro!ider $a# ha!e a maret i# rura* a ,e** a emi urba# a#d urba# area but affordabi*ity remai# a# iue a#d ,ou*d require a#d out of the bo thi#i#. The fee*i# of de*i!eri# er!i$e more tha# required or etra ,i** 8a!e ,ay for the 8ro8e$t $o#te#der. +# additio# there are other bai$ hurd*e to $o8e ,ith. 9#e major iue i ba#d,idth a!ai*abi*ity. iffere#t
te*$o. +# +#dia bid for ba#d,idth ,ar duri# te*e$ommu#i$atio# uae. or e!ery
S8e$trum au$tio# for their
