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2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)“A STUDY ON THE USAGE ANDAWARENESS OF NETFLIX AMONG THEYOUTH”1 Dr. Krupa Mehta 2 Mr. Pritesh Kothiya 3 Ms. Hetangi Hepaliya1 Assistant Professor, 2 Research Scholar, 3 Research ScholarS.K.Patel Institute of Management & Computer Studies, MBAKadi Sarva Vishwaidyalaya.Abstract:“A Study on The Usage and Awareness of Netflix Among the Youth” was really full of experience and full oflearning. In the beginning of our research was all about Netflix and its development. Then tried to analyzedifferent aspect of the consumers preference towards Netflix. All these aspects have been neatly and logicallywoven in Questionnaire. In this research, we have analyzed why consumer choose option of Netflix over theother competitors. Studied the reasons of why respondents didn’t use Netflix. for this purpose, we surveyed atotal of 182 respondents. This Research Paper presented the result of our quantitative analysis and as well as intabulated form accompanied by graphical analysis. Done an in-depth analysis of the responses by using thestatistical tools and checked the relationship between the variables.Keywords:Netflix, Consumers, Behaviour, Factor Analysis, Awareness, Usage, Satisfaction Level, Frequancy.Introduction:Online Streaming is becoming more and more popular every day. It makes access to digital content, whether itbe videos or audio, much faster and easier. While streaming content, the user is not required to download thatcontent but can watch it online. What the user requires is a good Internet connection and a good service provider.This is where Netflix comes in. Netflix is among various service providers that provide access to unlimitedcontent for a fixed monthly fee.Video on demand (VOD) is a programming system which allows users to selectand watch/listen to video or audio content such as movies and TV shows whenever they choose, rather than ata scheduled broadcast time, the method that prevailed with over-the-air programming during the 20thcentury.Television VOD systems can stream content through either a set-top box, a computer or other device,allowing viewing in real time, or download it to a device such as a computer, digital video recorder or portablemedia player for viewing at any time.Netflix is an American Entertainment company which was established in 1997, in California by Reed Hastingsand Marc Randolph. Its core business was to rent out DVD‟s by mail. Its primary focus shifted to video ondemand via the internet in 2007. Even though DVD sales dropped drastically, Netflix started growingexponentially.Netflix was founded on August 29, 1997, in Scotts Valley, California, by Marc RandolphandJETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org236
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Reed Hastings. Randolph worked as a marketing director for Hastings' company, Pure Atria. Randolph was aco-founder of Micro Warehouse, a computer mail order company, and was later employed by BorlandInternational as vice president of marketing.They came up with the idea for Netflix while commuting betweentheir homes in Santa Cruz and Pure Atria's headquarters in Sunnyvale while waiting for government regulatorsto approve the merger.Netflix was launched on April 14, 1998, as the world's first online DVD rental store,with only 30 employees and 925 titles available, which was almost the entire catalogue of DVDs in print atthe time, through the pay-per-rent model with rates and due dates that were similar to its bricks-and-mortarrival, Blockbuster International expansion.Netflix and International expansion:2007 Netflix began streaming in the United States.The company first began offering streaming service to the international market on2010 September 22, 201 in Canada.2011 Netflix expanded its streaming service to Latin America, the Caribbean, Belize andthe Guianas.Netflix started its expansion to Europe in 2012, launching in the United Kingdom and2012 Ireland on January 4. By October 18 it had expanded to Denmark, Finland,Norway and Sweden.The company decided to slow expansion in order to control subscription costs. It only2013 expanded to the Netherlands.2014 Netflixbecameand Switzerland.JETIR2005035availablein Austria, Belgium, France, Germany, Luxembourg,Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org237
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)2015 Netflix expanded to Australia and New Zealand, Japan, Italy, Portugal, and Spain.Netflix announced at the Consumer Electronics Show in January 2016 that it had become2016 available everywhere worldwide outside of China, Syria, North Korea and the territory ofCrimea.In April 2017, Netflix confirmed it had reached a licensing deal in China for original2017 Netflix content with iQiYi, a Chinese video streaming platform owned by Baidu.The industry has seen a lot of influx of film production companies providing stiff competition, the following isan analysis of top Netflix compe titors;COVID 19 ImpactNetflix reached 15.8 million paid subscribers from January through March. It has predicted 7 million moresubscribers by the end of June.Netflix reached a whopping 15.8 million paid subscribers in the first three months of 2020 amid the coronaviruspandemic which has forced people to stay at home. The California-based company had expected 7.2 millionsubscribers but witnessed a more than double rise in paid subscribers.The global total reached 182.9 millionfrom January through March, Reuters reported.The report stated that the audience has binged on shows like theTiger King. It also came up with shows that gained popularity like Love is Blind and Money Heist.The report also stated that Netflix has predicted a further increase of 7 million paid subscribers in the period ofthe pandemic which may go on till June.The company's biggest expansion from January through March camefrom Europe, where it added 4.4 million new customers.According to a report by AFP which cites earning figures, Netflix made a profit of 709 million, roughly Rs.5,445 crores on revenue of 5.8 billion which is roughly Rs. 44,525 crores in the first three months of this year.Eric Haggstrom, eMarketer forecasting analyst said, "After record subscriber additions, Netflix is and willcontinue to be the media company least impacted by COVID-19. Their business is a near-perfect fit for apopulation that is suddenly housebound."An added advantage, the Verge reported, is that the platform brings out entire seasons in one go unlike itsJETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org238
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)competitors.Netflix executives in a note to investors mentioned that they were seeing a "temporarily higher viewing andincreased membership growth," the report stated. However, the OTT platform expects to view membership andgrowth to decline after the virus has been contained and people are allowed to move freely. In a letter toshareholders, Netflix notes that "some of the lockdown growth will turn out to be pull-forward from the multiyear organic growth trend, resulting in slower growth after the lockdown is lifted country-by-country."The executives have stated that in the second half they expect "viewing to decline and membership growth todecelerate as home confinement ends, which we hope is soon." Netflix said the shutdown of film and TVproduction around the world had temporarily increased its free cash flow but could delay some programmingby a quarter. In the second quarter, the impact will be "modest" and mostly will affect dubbing in variouslanguages, Reuters stated.Haggstorm noted that a significant chunk of consumer entertainment budgets have been opened up from theclosures of movie theaters, sporting events, restaurants, and bars.As per the report, Netflix has stopped all major productions and stares at uncertainty with the virus’ fearslooming over."We've paused most of our productions across the world in response to government lockdownsand guidance from local public health officials," Netflix said."No one knows how long it will be until we can safely restart physical production in various countries, and,once we can, what international travel will be possible," it continued.Netflix noted that member satisfaction could be less impacted because of the fresh content it brings in.Ted Sarandos, Chief Content Officer, in a post-earnings interview with an analyst, said that most programmingfor 2020, and much of 2021, already has been filmed and is being finished remotely in post-production.JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org239
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Overall Market for Streaming Entertainment:JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org240
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Literature Review:Sr Title.ofno Paper.1Objectiveof StudyConsumerBehavior &Expectations InToday’sChangingMediaLandscape JETIR2005035Provideinsight intokey marketsegmentsGenerateactionableinsights fornew entrantsastheindustryprepares forthe launch ofadditionalplatformsAchievevisibilityinto howconsumerbehaviorsandexpectationsmightchange inlightofDisney ,NBCU, sign andMethodologyExploratoryResearchCollect firsthandinformation ororiginal dataon a topic.Interviewtechniquewas usedwithstructuredquestionnairefor thecollection ofprimary dataBenefits andLimitationsof theResearchDesignBenefits: Anytime &Anywhere Betterinternatio nalcontentonNetflixLimitations: Dependability lix has moreinternational contentthan Amazon Prime.Andbyinternational content, Idon'tmeanjustEnglish. The serviceincludes content fromvarious countries likePakistan,Turkey,China and more alongwith the subtitles. Thissort of depth in contentis missing in PrimeBoth Netflix andAmazon have originalTV shows that areexclusive to them. ButNetflix has more ofthese shows. Also,Netflix entered themarket with a richlibrary of originalcontent. In oppose,Prime has a smallnumber of originalsthat may grow infuture.Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org241
2020 JETIR May 2020, Volume 7, Issue 5Sr. Titleno. ofPaper2Objective of StudyNetflix –the newface of theTVindustryJETIR2005035 The basic aim ofthis mini report isto discuss andapply as manytheoriesaspossiblefrom those, includedin the“Entrepreneurship, Innovation andBusiness models”coursecurriculum.Inorder to achievethis goal Netflix isintroduced as acasestudycompanyhaving a uniquerecipe of doing ssworldwide. Aftera brief overviewof the firm‟sprofile, specificcharacteristics ofits marketareexamined with anemphasis on thepersonalization ofthe TV servicesas a main trendshaping itsprogress.www.jetir.org atoryResearchCollect firsthandinformation ororiginal dataon a topic.Interviewtechniquewas usedwithstructuredquestionnairefor thecollection ofprimary dataBenefits andLimitations of theResearch DesignConclusionBenefits: Easy accessTrailability foronemonthTremendous selectionsof digitalmediacontentFlatlow- pricerateLimitations: DependabilityonTechnology.Security,Privacy Issues.Anotherperspective theypresentbasic clues interms of themechanismsshapingthefuture strategyof the companyand itsservicedevelopmentapproach ina highlycompetitivemarketenvironment. Inboth cases theknowledgegained from thisminireportrepresentsavaluable lessonlearned from acompany whichis shapingthe progressofa wholeindustry beyondanygeographicalboundaries.Therefore,it might bechallenging totry look at the“crystal ball” ofthe TV industryand try enceof the serviceswould go inthenear future.Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org242
2020 JETIR May 2020, Volume 7, Issue 5Sr. Title of Paper Objectiveof ons JETIR2005035ResearchDesign andMethodologyThere wasExploratorsome concernyregardingResearchwhether onlineCollect firststreaminghandwould have ainformationcannibalizingor originaleffectondata on Which factorwas naireSubscriptionsfor thecollection ofprimary dataThis studyconsiderstwo differentdependentvariables:the adoptionof bothCable TVand OnlineStreamingservices, andthe maindrivingfactors are inthe adoptiondecision.www.jetir.org (ISSN-2349-5162)Benefits andConclusionLimitations of theResearch DesignBenefits: Our results showAdditionalthat the availablepurchases dooptionsinfactfactor have acorrelate ervicesonlineHowstreaming; costconsumersand cable TVwatchalso have aentertainmentstatisticallyandsignificantexplore therelationship.differentThere is nowaysthatstatisticalcablerelationshiptelevision orbetween cost andstreamingonline streaming.services areCustomerused.service is themain driver toLimitations:customersatisfactionwhile social Dependability onTechnology.trends persuadethe Security,Privacy Issues.adoption ofonline streaming.Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org243
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Sr. Title of Paper Objective of Study ResearchDesign andno.Methodology4A study onfactorsaffectingsubscriptionrates ofNetflix inindia: anempiricalapproac JETIR2005035Netflix, after itslaunch in IndiaonJanuary6,2016 was acraze amongstthe people butafterthepricing launchand the nonavailability ofBollywoodFilms on theapp, people didnot subscribeto the service.researchisaimedatanalyzing thereason for lowsubscriptionrates on Netflixin India.Benefits andConclusionLimitations ofthe ResearchDesignBenefits:Explorator Thelow Easytoysubscription ratesidentifyResearchin India where thewhich factorPrimary data,competitors likeaffect forboth is theHotstar,buyform ofYouTube, Vootsubscriptionqualitative andare providing the.quantitativedigital content for Freecontentdata has beenfree. It would beavailable forobtainedfeasibleforeveryoneforthroughNetflix to lowertrialfocused groupdown the rates forpurpose.discussionsthe middle-classand extensive Limitations:consumers whoonline surveyhavea y an amount tilldebit cards/ eformed earlierRs. 200/- perwallet.needs to bemonth Lessregionaltested. Thiswhiccontent andcan be donehneedmoreusing the datacould certainlyIndian languagecollectedincreasethecontent.through thesubscriptionquestionnaire.rates.Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org244
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Research Methodology:Objectives of the StudyTo understand the usage and awareness of Netflix among youth and to collect moreinformation to gain about the better knowledge about the industry.To know the various competitors of Netflix in the online video streaming industry.To identify various influencing factors for choosing Netflix over other streamingservices.To find out association between age and frequency of usage of the servicesTo find out the association between the plans subscribes and the income level of therespondentsTo know the major concerns for not using Netflix services.Research Design: Descriptive Research DesignSample Size : 182 respondents were taken.Sources of Data:Primary Data: Questionnaire is used as an instrument for collecting primary data.Secondary Data: website, Research Papers, Articles, Journals, Magazines.Sampling Method – Non-Probability Convenience sampling method is used for the survey, and as thesample drawn from the population are according to the convenience and to the reach of hand, ConvenientSampling method is used.Data analysis tools:For analysis, SPSS is majorly used for calculations and for doing various tests.Statistical Analysis:Factor Analysis, Chie-SquareScope of the study: This study audits the concerns regarding the usage patterns and frequency of usage. This study gives a proper data of users and non-users and the usage purposes. It can be helpful to for Netflix to make changes in prices and other streaming benefitsoffered.Limitations of the study This survey has been done through google forms only so we cannot identifywhether the respondent gave right answer or not. Only 182 respondents were studied which may not represent the actualsituation as the samples are collected out of reach of hand, so there maybe variations. As sampling technique is convenient sampling so it may result in personal bias. The statistical analysis is done only for the positive responses.JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org245
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Data Analysis & Interpretation:Reliability StatisticsCronbach's AlphaBased onCronbach's AlphaStandardized Items.725N of Items.0097Sample Profile:Age (In 02614182100Student5028Salaried5027Self 169Graduate5228Post Graduate8346Others010182100567434314019Grand TotalOccupationGrand TotalHighest education qualificationGrand TotalAverage yearly family incomeLess than 2.5 lakhsMore than 2.5 lakhs to 5 lakhsMore than 5 lakhs to 10 lakhsJETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org246
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)More than 10 lakhsGrand Total1810182100Factor Analysis:KMO and Bartlett's TestKaiser-Meyer-Olkin Measure of Sampling Adequacy.Bartlett's Test of SphericityApprox. l of Emerging Technologies and Innovative Research (JETIR) www.jetir.org247
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org ety of shows1.000.601screen sharing1.000.689month free trial1.000.760recommandation1.000.645offline viewing opption1.000.560best quality videos1.000.607no sdvertisement in between the sho1.000.920wsExtraction Method: Principal Component Analysis.Total Variance ExplainedInitial EigenvaluesCompon entTotal% ofVarianceExtraction Sums of SquaredLoadingsCumulative%Total% 9.449100.000Extraction Method: Principal Component Analysis.JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org248
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Component1234variety of shows.729-.160.179-.108screen sharing.497-.379.514-.185month free 2.910offline viewing opptionbest quality videosno sdvertisement in between the showsComponent MatrixaExtraction Method: Principal Component Analysis.a. 4 components extracted.JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org249
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Item StatisticsMeanStd.DeviationNvariety of shows4.20351.14299113screen sharing3.93811.16713113month free 3offline viewing opption4.10621.22009113best quality videos4.3894.94900113no sdvertisement in between the4.3363.96927113shows Based on the Factor Analysis we have concluded that Variety of Shows, Offline Viewing Option, BestQuality Videos are highly affected Factors.Occupation and Frequency of viewing shows on Netflix.H0: There is no significant association between occupation & Frequency of viewing shows onNetflixH1: There is significant association between Gender & Frequency of viewing shows on 54Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org250
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)frequency * y edCount5.39.916.73.135.0Fortnightl ntJETIR2005035Housewife4ExpectedCountTotalsalaried selfemployeJournal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org251
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Chi-Square TestsValuePearson Chi-SquareLikelihood RatioLinear-by-Linear AssociationN of Valid CasesdfAsymp. Sig. (2sided)13.164a9.15516.5349.0577.0811.008113a. 7 cells (43.8%) have expected count less than 5. The minimum expected count is 1.06.Interpretation: The above table reveals that the chi square statistics is χ2 (2) 13.164. The significance (2-sided) is 0.155 and is greater than p 0.05. So, there is no statistical evidence to accept the Hypothesis (H0) and henceit may be inferred that there is no significant association between Gender &Frequency of viewing shows on NetflixIncome level and overall satisfaction levelHo: There is no rank order relationship between Income level and overall satisfactionform usage of NetflixH1: Ho: There is a rank order relationship between Income level and overall satisfactionform usage of NetflixNo.VariablesCategories1IncomeLess than 2.5 lakhsMore than 2.5 lakhs to 5 lakhsMore than 5 lakhs to 10 lakhsMore than 10 2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org252
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)Descriptive .99501Valid N(listwise)113CorrelationsIncome SatisfactionSpearman's rho IncomeCorrelationCoefficient ed)NSatisfactio CorrelationnCoefficient Sig.(2-tailed)NInterpretation:We can see that significance value (i.e p 0.188) is 0.05. This means that there is nostatistical evidence to reject the null hypothesis Ho. Hence it may be inferred that there isno correlation between Income level and overall satisfaction form the usage of NetflixFindings From Research we have found out that among 182 youngsters, 113 of them were used Netflixand only 69 of them gave negative response, which shows the Popularity of Netflix amongYouth. In this research found out that Netflix users are tend to watch Netflix on weekly or monthlybasis majorly. 19 of them were used to watch Netflix daily, which shows the usage frequencyof Netflix. In this research identified that popular plan of Netflix i.e. Free trial was a most popular asthere were 33 of them subscribed in the plan, there are only 15 of them are premium memberof Netflix plan, which shows the impact of Free trial in majority. Based on the Factor Analysis we have concluded that Variety of Shows, Offline Viewing Option, BestQuality Videos are highly affected Factors.JETIR2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org253
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162) Researcher also found that speed of Netflix was the major satisfaction factor among all. Here, as Indiais price – sensitive country youngsters were not satisfied with the price or subscription plan pattern ofNetflix. From the research we have found that there are 65 out of 113 users said that the servicesoffered by Netflix was excellent, and 30 out of 113 users rate the services as good. We have found that YouTube and MX Player are most popular online streaming services ascompare to Netflix. Amazon prime is also the 2nd most popular online streaming service. We have also found that out of 113 existing users there were 15 of them who stop using it forthe reasons like high charges and availability of other online streaming services.From theresearch we have found out that non-users of Netflix are 69. Amongst Non-users the otherpopular online streaming services are YouTube, MX Player and Amazon prime.Conclusion This research was aimed at knowing the usage pattern and awareness of Netflix amongyouth. From this research we found that there is no significant association between Gender& Frequency of viewing shows on Netflix. This research was aimed at knowing the usage pattern and awareness of Netflix amongyouth. From this research we found that There is a rank order relationship between Incomelevel and overall satisfaction form usage of Netflix. Based on the Factor Analysis we have concluded that Variety of Shows, Offline Viewing Option, BestQuality Videos are highly affected Factors. The main reason for non-usage were High charges. To tackle this problem Netflix has startedaltering the pricing patterns in India and has allowed screen sharing. Even though Netflix ismaking profits in India, the number of subscribers is increasing. The main reason behind thiswas the facility of screen sharing. Through the study found out that, Amazon Prime was a major competitor to Netflix amongthe paid streaming services. And one of the main reasons was their low subscription fee andvariety of shows. Hence Netflix should gear up its marketing strategies to hold on to themarket share. Referenceso x-survey-public-bingeing-india-rank1775390o https://www.google.com/search?q bcg netflix&oq bcg netf&aqs chrome.1.69i5%207j0l4.6742j0j 7&sourceid chrome&ie UTF-8o https://businessteacher.org/pestel/netflix.phpo https://www.swotandpestle.com/netflix/o https://www.netflix.com/in/o R2005035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org254
2020 JETIR May 2020, Volume 7, Issue 5www.jetir.org (ISSN-2349-5162)rivals-of-Netflix- inIndia/articleshow/53894638.cmso fall2014/2014/04/22/notesforclass-discussion- cleshow/53894638.cms?o i?article 2591&context etd h%20on theseso https://www.surveymonkey.com/r/CW8LPH2o vid-19-impact-netflixreaches-almost-16- icts-alower-second-half-1670196-2020-04-23o lix-will-remain-ablockbuster-hit-beyond- the-covid-19-erao 035Journal of Emerging Technologies and Innovative Research (JETIR) www.jetir.org255
Netflix content with iQiYi, a Chinese video streaming platform owned by Baidu. The industry has seen a lot of influx of film production companies providing stiff competition, the following is an analysis of top Netflix compe titors; COVID 19 Impact Netflix reached 15.8 million paid subscribers from January through March.
