ShowTime: Problem Statement
An over-the-top (OTT) media service is a media service offered
directly to viewers via the internet. The term is most synonymous
with subscription-based video-on-demand services that offer access
to film and television content, including existing series acquired from
other producers, as well as original content produced specifically for
the service. They are typically accessed via websites on personal
computers, apps on smartphones and tablets, or televisions with
integrated Smart TV platforms.
Presently, OTT services are at a relatively nascent stage and are
widely accepted as a trending technology across the globe. With the
increasing change in customers' social behavior, which is shifting
from traditional subscriptions to broadcasting services and OTT on-
demand video and music subscriptions every year, OTT streaming is
expected to grow at a very fast pace. The global OTT market size was
valued at $121.61 billion in 2019 and is projected to reach $1,039.03
billion by 2027, growing at a CAGR of 29.4% from 2020 to 2027. The
shift from television to OTT services for entertainment is driven by
benefits such as on-demand services, ease of access, and access to
better networks and digital connectivity.
With the outbreak of COVID19, OTT services are striving to meet the
growing entertainment appetite of viewers, with some platforms
already experiencing a 46% increase in consumption and subscriber
count as viewers seek fresh content. With innovations and advanced
transformations, which will enable the customers to access
everything they want in a single space, OTT platforms across the
world are expected to increasingly attract subscribers on a
concurrent basis.
Objective
ShowTime is an OTT service provider and offers a wide variety of
content (movies, web shows, etc.) for its users. They want to
determine the driver variables for first-day content viewership so that
they can take necessary measures to improve the viewership of the
content on their platform. Some of the reasons for the decline in
viewership of content would be the decline in the number of people
coming to the platform, decreased marketing spend, content timing
clashes, weekends and holidays, etc. They have hired you as a Data
Scientist, shared the data of the current content in their platform,
and asked you to analyze the data and come up with a linear
regression model to determine the driving factors for first-day
viewership.
Data Description
The data contains the different factors to analyze for the content. The
detailed data dictionary is given below.
Data Dictionary:
visitors: Average number of visitors, in millions, to the platform in the past week
ad_impressions: Number of ad impressions, in millions, across all ad campaigns
for the content (running and completed)
major_sports_event: Any major sports event on the day
genre: Genre of the content
dayofweek: Day of the release of the content
season: Season of the release of the content
views_trailer: Number of views, in millions, of the content trailer
views_content: Number of first-day views, in millions, of the content
Important Note
The following questions need to be answered as a part of the EDA
section of the project:
1. What does the distribution of content views look like?
2. What does the distribution of genres look like?
3. The day of the week on which content is released generally plays a key role in
the viewership. How does the viewership vary with the day of release?
4. How does the viewership vary with the season of release?
5. What is the correlation between trailer views and content views?
Kindly ensure to thoroughly examine all variables of the data in EDA,
going beyond the above questions.