Illustrative engagement. A representative scenario showing how we approach this kind of work in film. It does not describe a specific client; outcomes are described qualitatively.
Industry overview
What is shaping film
Producers, distributors and streaming platforms take big creative bets. Audience research tests concepts, trailers and release plans before the money is spent.
- Streaming has changed release windows
- Regional-language content is growing
- Trailers shape opening interest
Client background
A streaming platform, working in India. This is an illustrative engagement: a representative scenario showing how we approach this kind of work, not a named client project.
- Organisation
- A streaming platform
- Sector
- Film
- Team engaged
- Market Research
- Services
- Quantitative research, Consumer panel
Client challenge
Subscribers joined for big releases and cancelled soon after.
Research objectives
- Answer the core question: why viewers cancel a streaming subscription.
- Understand the views, needs and behaviour of former subscribers.
- Produce results that can be compared across groups and locations.
- Give the client evidence it can act on within 5 weeks.
Target audience
The work focused on 2,000 former subscribers.
- former subscribers2,000
Audiences we typically reach in film
Cinema-goersStreaming viewersRegional audiencesDistributors and exhibitorsCritics and influencers
Geographic coverage
Coverage: India. Market: India.
- India
Research methodology
A structured quantitative design, so results could be compared across groups, locations and time.
- 1Brief
- 2Cancellation survey
- 3Viewing behaviour analysis
- 4Insight
We surveyed former subscribers about reasons for joining and leaving and analysed viewing patterns before cancellation.
Quantitative researchConsumer panel
Sampling strategy
- former subscribers
- 2,000
- Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.
Data collection
- The online survey was mobile-friendly and offered in respondents' languages.
Data quality & validation
- Digital fingerprinting and duplicate checks
- Attention, speed and straight-lining checks
- Review of open-ended answers
- Logic and range checks on the final data
- Work carried out under our ISO 20252 quality procedures
Data analysis
- Cross-tabulation by key groups and locations
- Significance testing on the differences that mattered
Key findings
- Many left when they could not find something new after finishing a series.
Retention depends on the next thing to watch.
Recommendations
- Build on the core insight: retention depends on the next thing to watch.
- Focus effort where the evidence was strongest: many left when they could not find something new after finishing a series.
- Re-measure after the changes to confirm the effect.
Business impact
- The platform improved recommendations and release cadence.
What changed in the business as a result of the work. Impact is described qualitatively.
Deliverables & next steps
- Insight report and management presentation
- Cleaned data file and data tables
- Repeat the measure after changes are in place to track progress.
- A natural follow-on question: which trailer works best?