Objective:
I conducted a comprehensive survey analysis for Comcast/Xfinity through OGC Global, focusing on understanding the subscription behaviors and preferences of "Internet Only" subscribers. The primary aim was to gather insights into the reasons behind their service choices, evaluate the market penetration of various competitors, and assess the impact of streaming services on traditional Pay TV subscriptions.
Methodology:
Survey Distribution: The survey was conducted online with invitations sent via email. Participants accessed the survey through a provided link.
Sample: The sample consisted of 1,000 Comcast "Internet Only" subscribers. This group includes individuals who either do not use Pay TV or use streaming services such as Netflix and Hulu. Some also subscribe to Pay TV services from competitors like Dish Network, DIRECTV, Verizon Fios, and AT&T U-Verse.
Questionnaire Design: The survey was meticulously designed to capture various respondent types and elicit detailed information about their subscription choices. The questions aimed to explore the following key areas:
- Reasons for choosing Internet-only subscriptions from Comcast.
- Penetration rates of competing Pay TV providers.
- Likelihood of subscribing to Pay TV services in the future.
- Likelihood of switching to Comcast from other providers.
- Reasons for not subscribing to any TV service and the influence of streaming services on these decisions.
Data Analysis:
Geographic Analysis: The geographic distribution of respondents was analyzed to identify regional patterns and preferences among Pay TV providers.
Longitudinal Analysis: Data was examined wave over wave to detect trends and shifts in consumer behavior over time. This approach provided a dynamic view of the market and helped in understanding how consumer preferences evolved.
Results:
The survey provided valuable insights into the motivations of Comcast’s "Internet Only" subscribers and highlighted the competitive landscape in the Pay TV market. The findings indicated varying degrees of loyalty to Comcast’s internet services, the influence of streaming services on traditional TV subscriptions, and potential areas for market expansion.