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FACTORS AFFECTING
NETFLIX SUBSCRIPTION
IN VIETNAM
GROUP 4 DATA REPORT
TEAM MEMBERS
1. Tran Thu Phuong 1712280045
2. Pham Tuan Dat 1912280508
3. Do Thanh Dat 1912280007
4. Vo Quang Phuc 1912280722
5. Nguyen Thi Thao Linh 1912280712
6. Nguyen Huu Thai Hung 1912280522
TABLE OF CONTENTS
01 INTRODUCTION
Project objectives
& respondent profile
02 OVERVIEW
Current use &
competitive landscape
03 NETFLIX ANALYSIS
Factors affecting
Netflix subscription
04 RECOMMENDATION
What should be done
to attract more users?
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01 INTRODUCTION
Project objectives & Respondent profile
PROJECT OBJECTIVES
● The Vietnamese streaming space has rapidly
expanded in the last few years.
● The streaming giant Netflix has faced the
increasing competition and still considered
novel ways for its localization strategy to
capture Vietnamese taste and culture.
PROJECT OBJECTIVES
The survey report aims to explore the key
factors affecting intention to subscribe Netflix
in Vietnam and make recommendations for
Netflix to attract more subscriptions in this
market.
RESPONDENT PROFILE
AGE
SAMPLE SIZE
n=120
GENDER
29%
42% 58%
63%
RESPONDENT PROFILE
OCCUPATION
INCOME
63% Student
White-collar workers/
33% managers/
business owners
4% Others
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02 OVERALL ANALYSIS
Current use and competitive landscape
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Currently, the majority of
customer (65%)
subscribe to 1-2 online
streaming services
Netflix retains No.1 for
the most widely used
paid streaming service,
followed by local ones
(FPT Play, Vieon,…)
When asked about the
most important factors in
choosing paid online
video service, content is
still the king, followed by
price, video quality and
Ad-free
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03
NETFLIX
ANALYSIS
Factors affecting decision to subscribe Netflix
MEDIA PRICE
KEY
FACTORS
SOCIAL CONTENT
INFLUENCE
WEBSITE
FEATURES
COMPARISON WITH BENCHMARK Benchmark Netflix
Diverse genres 78.3% 66.7% Portability 39.2% 37.7%
Price 65.8% 47.8% Ease of use 33.3% 26.1%
High video quality 58.3% 63.8% Promotional packages 16.7% 14.5%
Ad free 57.5% 49.3% Recommended by friends 14.2% 20.3%
and family
50.0% 31.9%
Fast movie updates
PRICE Q. How much are you willing to pay for a subscription streaming
service per month?
85% respondents willing to pay less than 100,000 VND/month
for a paid subscription streaming service
→ Netflix minimum price of 180,000 VND/month for individual
subscription somehow has limited its adoption to date
CONTENT Most important types of content when
choosing paid subscription services
TV Series, Feature Films and Entertainment Programs are the
three most vital types of content for users when choosing paid
video services. However, Netflix catalogue still lacks Vietnamese
feature films and entertainment shows.
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56.5%
of respondents state that the Original Series of Netflix is
STRONG
COMPETITIVE
ADVANTAGE
one of the most crucial drivers encourage them to subscribe
to Netflix, ranked #3 among all of the key factors
SOCIAL Q. Who do use often share Netflix account
INFLUENCE with?
Netflix users normally subscribe bundle programs with their
friends (59%) and family (49%). Effective promotional bundle
plans for these groups can enhance the intention to re-subscribe
Netflix.
Social Media (82%),
Family and Friends (63%)
are greatest sources of
awareness for Netflix
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MEDIA
Netflix advertising make a profound impact
on customer decision to subscribe
of respondents say that they want to subscribe to Netflix
63% after watching its advertising,
indicating a very high conversion rate
Most popular devices used to watch Netflix
37.7%
Smartphone
21.7%
Television
27.5%
13%
Computer
Tablet
SUMMARY
PROS CONS
● Content: The Original Series plays a vital
● Prices for individual are relatively
role in the decision of subscribing to
higher than the spending that many
Netflix, helping it to gain a huge
customers are willing to pay for a
competitive advantage over Vietnamese
subscription streaming service
competitors
● Content library (diverse genres of
● Website features (Video quality,
movies and shows as well as fast
portability, etc.) meet the user needs and
movie updates) of Netflix are under
wants
customer expectation for a paid
subscription service
● Social influence: Social media is the
greatest source of awareness. Family and
friends also have a great impact.
● Media: Netflix advertising results in high
conversion rate.
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04 RECOMMENDATIONS
What should Netflix do to attract more users?
CONTENT
of ex-users recommend updating
70% more and faster diverse genres of movies
of current users recommend
54% old movies should be added
CONTENT
● Offer more old famous films and series
→ retain subscribers and attract more viewers
from free streaming sites like phimmoi.
● Offer local-friendly content that fits
Vietnamese taste, especially Asian movies like
Vietnamese shows and Korean rom-coms.
● Update full-length movies faster
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PRICE
● Run more promotional campaigns on special
occasions (Christmas, Tet holiday, etc.), not
just one fixed pricing for all of the time
→ Engage new users for both bundle and
individual subscriptions
● Loyalty program → re-subscribe
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PAYMENT METHOD
.
48% of ex-users have problems with
payment methods because Netflix only
allow payment by VISA and MASTERCARD
→ Allow users to purchase through e-
wallet (Momo, Zalopay) and e-banking
because these methods are popular in
Vietnam. This will encourage both ex-users
and new potential customers to subscribe
to Netflix.
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THANK
YOU!
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CONTRIBUTION ASSESSMENT
Member's name Contribution (%)
Pham Tuan Dat 92
Do Thanh Dat 91
Vo Quang Phuc 94
Nguyen Thi Thao Linh 89
Nguyen Huu Thai Hung 91
Tran Thu Phuong 95
