1.
What subscription-based services do you currently use, and how frequently do you
engage with them?
● Netflix – Preferred for its user-friendly interface, affordability, diverse genres, and
relatable content.
● Hotstar – Offers a wide variety of content, including Disney content and live cricket
streaming.
● Amazon Prime – Preferred for its regional content and realistic storytelling.
2. How do you discover new subscription-based services? Do recommendations,
advertisements, or free trials influence your decisions?
● Competitive pricing makes selection easier, but other factors also influence decisions.
● Social media presence (memes, reels, etc.) plays a major role.
● Free trials are a significant motivator.
● Unique content and exclusive offers encourage subscriptions.
● Loyalty programs also contribute to consumer decisions.
3. What factors influenced your decision to subscribe to these services?
● Pricing models – Monthly plans are more affordable for students, while family and
annual plans provide better value for certain platforms (e.g., Hotstar for sports content).
● Content library – Availability of specific genres or exclusive shows.
● Convenience – Easy access on multiple devices.
● Promotional discounts – Seasonal or bundled offers influence decision-making.
4. How do you feel about the pricing models of subscription services? Do you think they
offer fair value?
● Most consumers are satisfied with the cost-benefit ratio.
● Netflix’s cancellation of shows negatively impacted perceptions.
● Amazon Prime’s bundled membership (shopping + streaming) is seen as a great
value.
● Some have canceled subscriptions (e.g., Sony Liv) due to limited engagement.
● After COVID, family plans shifted to individual subscriptions, affecting affordability.
5. How satisfied are you with the subscription services you use? What aspects do you
like the most and least?
● Most are satisfied, but certain aspects need improvement:
○ Limited number of screens per subscription is a drawback.
○ Recommendation algorithms could be more refined.
○ Content renewal (continuation of loved series) should be more consistent.
6. Do you feel that the benefits of these services justify their cost? Why or why not?
● Generally, yes, but it depends on individual usage patterns.
● Platforms with bundled benefits (e.g., Amazon Prime) provide better value.
● OTT services that frequently update content are seen as more worthwhile.
● Consumers feel some services charge too much without significant differentiation.
7. Have you ever canceled a subscription? If so, what was the main reason?
● Most have not frequently canceled their subscriptions.
● Sony Liv was canceled after a few months due to lack of engaging content.
● Shift from family to individual usage post-COVID led to some cancellations.
● Poor content renewal or lack of exclusive content also influences cancellations.
8. How do you decide whether to continue, cancel, or switch to another subscription
service?
● Content availability – If engaging content declines, users switch.
● Pricing changes – Sudden increases may lead to cancellations.
● Exclusive content on another platform may encourage a switch.
● Bundled benefits (e.g., Prime Video + Amazon shopping) impact decisions.
9. What improvements would you like to see in subscription-based services?
● More flexible screen-sharing options within a subscription.
● Cross-border subscription sharing should be allowed.
● Better recommendation algorithms, similar to Spotify’s personalized playlists.
● More consistent renewal of popular series and exclusive content.
10. If a new subscription-based service were introduced, what key features or pricing
strategies would make you consider subscribing?
● Advanced recommendation algorithm to improve content suggestions.
● Cross-country subscription sharing for frequent travelers.
● More screen-sharing flexibility in family or group plans.
● Diverse content availability with a mix of international and regional genres.
● Competitive pricing with freemium models or trial periods.