Factors influencing customers to subscribe
to OTT platform
Group no 08
P Sai Lakshmi Moulika - 23PGP200
Patel Pravin Gangaram - 23PGP212
Prince Yadav - 23PGP232
Purbayani Sardar - 23PGP240
Ratne Vikram Durgadas -23PGP252
Kalawati Hembram - 23PGP400
Pranit Sondawale - 23PGP410
Introduction
Customers are increasingly subscribing to Over-The-Top (OTT) platforms for their
streaming needs. Several factors drive this trend, including content quality, pricing, user
experience, and convenience. Understanding these influential factors is crucial for OTT
providers seeking to attract and retain a loyal subscriber base in a competitive market.
Data Collection
We used primary data for the analysis
We have floated a google form which allows the people to rate the different factors that influence them to
subscribe to OTT services
Survey also included gender, age and parameter which people consider while opting for ott platform
Subscribtion price
Content quality
Device usage
Screen time
Descriptive statistics
From the table, we can arrive at a conclusion
that
It is a right skewed distribution
The value of kurtosis shows that it is a platykurtic
The average distance of each value from the mean is
given standard error
Regression Analysis
Simple regression model:
It estimates the relationship between one independent variable and one dependent
variable using a straight line
y = β0+ β1x1 + β2x2+ ε(error) [Population equation]
β0 , β1 & β2 are population parameters
Y Variable(Dependent Variable)= number of platform subscribed
X1 Variable(Independent Variable)= price senstivity
X2 Variable(Independent Variable)= quality of content
R square - Coefficient of Determination. It states that variability in rating is explained
by age
Multiple R - Correlation of Coefficient. It tells us how strong the linear relationship is.
It is the Square Root of R Square
Standard Error of the Regression: It represents the average distance that your observed
values deviate from the regression line.
Regression Statistics
Multiple R 0.407194565
Regression Analysis
R Square 0.165807414
Adjusted R Square 0.148607567
Standard Error 0.975975171
Observations 100
ANOVA
df SS MS F Significance F
Regression 2 18.36482915 9.182414577 9.640051594 0.000151851
Residual 97 92.39517085 0.952527534
Total 99 110.76
Regression Analysis Continued
Standard
Coefficients t Stat P-value Lower 95% Upper 95% Lower 95.0% Upper 95.0%
Error
Intercept 3.250686351 1.30017876 2.500184167 0.014090403 0.67019142 5.831181282 0.67019142 5.831181282
-
Quality 0.052651266 0.134108237 0.392602772 0.695474296 0.21351646 0.318818993 -0.213516462 0.318818993
2
Effect of pricing -
on purchase -0.291468308 0.067459666 -4.32063076 3.76435E-05 0.42535707 -0.157579545 -0.425357071 -0.157579545
decision 1
Plots Based On Quality
Plots Based On Pricing
Regression analysis (cont.)
It splits the Sum of Squares(SS) into two components -
Residual and Regression
We can calculate the value of R Square as-
R square = 1-(Residual SS/Total SS)
R square = 1-0.83419259= 0.165807414
We can get the Linear Regression equation from the above Table: y=a+b1x1+b2x2. So, from the above table, the equation would be: y =
0.053x1 - 0.29x2 + 3.25
Where,
Coefficient- it gives us the least square estimate,
Standard error- least square estimate of the standard error ; T stat- for the null vs alternative hypothesis ; P- value- for the hypothesis,
Lower 95% - lower boundary for the confidence interval,
Upper 95%- upper boundary for the confidence interval
Conclusion
❖ From regression analysis, since R^2 is 0.16580741, we arrived at a conclusion that
16.58% variability in the subscription of OTTP is explained by the quality and pricing of content.
❖ Descriptive Statistics Results :
# Standard Deviation : 2.818 # Sample Variance : 7.94. # Skewness : 0.04 (Slightly right skewed)
# Standard Error : 0.28 # Kurtosis : 0.20
Relevance
❖ From this project, we got a good clarification on how quantitative methods are used in real life situations.
❖ We used simple linear regression to predict the subscription of OTTP where pricing and quality is taken as independent variable
Thanks!!
Any Questions ?
