COM308e: In Its 2019 Q4 Earnings Report, Netflix Added 8.3 million Subscribers Outside of the US: Analysis of Issues and Trends in the Communication Industry Assignment, SUSS, Singapore

Question

“In its 2019 Q4 earnings report, Netflix added 8.3 million subscribers outside of the US, exceeding expectations. Overall, Netflix now has 167 million subscribers worldwide and 60 million in the US.”

Clark, T. (2020, January 24). Netflix is still growing wildly, but its market share has fallen to an estimated 19% as new competitors emerge. Business Insider Retrieved March 26, 2020, from https://www.businessinsider.sg/

Over-The-Top (OTT) services like Netflix and Hulu have changed video viewing habits for consumers around the world. With the growing popularity of these streaming services, media companies in Singapore like Mediacorp TV, Starhub, and Singtel are facing stiff competition.

Your company is providing consultancy services to Mediacorp TV. Your boss has tasked you to prepare a research report (inclusive of a primary research project) to advise the client on what they should do to enhance their on-demand entertainment service (meWATCH) in view of the competition. Mediacorp TV has indicated that they would like to focus on younger viewers, namely those aged 15-35, who are more receptive to streaming content and on-demand TV services.

1. Analyse the trends and issues that Mediacorp TV is facing changing viewer habits, especially among the younger audience.
2. With the changing trends and issues identified, you would like to conduct primary research to gather feedback on the younger audience’s video content consumption habits. Propose THREE suitable research questions for this primary research proposal.
3. Identify the appropriate research method for the primary research proposal you will conduct. Formulate appropriate survey/interview questions you will ask in relation to the THREE research questions you proposed earlier. Conduct the primary research with the appropriate target audience and discuss the key findings based on your primary research.
4. Appraise the research methods in terms of their usability and relevance in addressing your research study, and evaluate the usefulness of communication research for media organisations like Mediacorp TV.