View Complete Analysis on Presentation Deck
View Python file on Google Colab
View Dashboard on Tableau Public
Background
A Startup Streaming Platform that operate around the globe. Offering multiple language, genre, and type of shows. Currently have been experiencing stagnant in revenue for the past months.
Method
- EDA using Spreadsheets and Tableau
- K-Means Clustering using Python on Google Colab
- Visualization using Tableau
Findings
The amount of Premium Subscriber and Free Users among 6,214 users are almost perfectly equal.
Most of user on the platform fall into Aged Category, amounting to 32.8% for middle age and 23.1% for Adult. Meaning we lack youth users.
Free user are dominating top 4 Country by the amount of user.
Preferred playback quality are equal among all users. Longterm, this can make it costly to keep serving 4K Quality to free users.
Recommendation
- Lock 4K Playback behind Premium Subscription. A third of our users, which half of them are free users, is playing 4K video that took a lot of resources to serve. Locking resources heavy media to Premium Users might lessen our cost while also boosting premium subscription.
- To boost Youth Users, advertise popular comedy shows on media they frequently use.
- Free users on 4 top country are still dominant, advertise shared premium for Phone and TV on those country.
Cluster
| Cluster | Age | Duration | Rating | Interaction |
| 1 | 56.51536435 | 83.60501338 | 2.003511853 | 47.79719052 |
| 2 | 32.52218182 | 80.47831149 | 4.259636364 | 69.10327273 |
| 3 | 38.86425703 | 31.00690405 | 1.996787149 | 73.93975904 |
| 4 | 46.6918429 | 41.7663976 | 4.322507553 | 31.71827795 |
| 5 | 24.03801945 | 66.67127469 | 1.959328028 | 28.31034483 |
User Distribution
Distribution between Free and Premium Users are roughly equal on each clusters
Cluster Summary
Loyalist
Cluster 2 represents young adult and adult users with long watch time and also high amount of interaction.
Likely young adult & adult in this category are users who enjoy watching and interacting and also satisfied with our content options.
Promising
Cluster 1 represent aged users with the longest average watch time but with moderate amount of interaction.
Likely users within this category are aged users who enjoy watching but is dissatisfied with our contents but still want to interact.
Potential
Cluster 5 represents teens & young adult with low interaction and rating but moderate amount of watch time.
Likely teens & young adult in this category are users who frequently watch on our platform but don’t like the available content and also don’t want to discuss much about it.
Tester
Cluster 3 represents adult and middle age users with the least amount of watch time but high amount of interaction.
Users in this category likely only watch the beginning of shows and give bad ratings while discussing it.
Quiet
Cluster 4 represents adult and middle age users with low amount of watch time and interaction.
Users in this category likely only watch the shows they know or heard but decided not to discuss it further.
Cluster Recommendation
- Offer Discount for Loyalist, they already liked our contents, offering a discount to first time users in this cluster might make them more interested in becoming our Premium Subscriber.
- Recommend similar shows to Quiet, they liked our content but have low watch time and interaction, recommending similar shows might boost their engagement with our platform.
- Recommend other genre or other popular shows to Potential and Tester, Tester don’t have much watch time, meaning they don’t explore our content a lot. While Potential have varying amount of average watch time, indicating they don’t averse to try many shows. Recommending other genre or popular shows might help them find what they liked on our platform.
- Send personalized survey and feedback form to Promising, Potential, and Tester. Asks them what they don’t like and what they would like to see on our platform.