1 Background
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 USD in 2019 and is projected to reach USD
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 COVID-19, 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.
2 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 on 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.
Variables Description
visitors Average number of visitors, in millions, to the platform in
the past week
Number of ad impressions, in millions, across all ad
ad_impressions 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
3 Data Information
There are in total 1000 rows and 8 columns
There are 5 numeric (float & int type) and 3 string (object type) columns in the
data.
The target variable is the views_content (first day views), which is a float type
In total 4 seasons observed
Views trailer and ad impressions seems to have outliers
The mean of views content is 0.47 with standard deviation of 0.1
Mean is almost similar or very low difference to median for views content
There are no duplicates
There are no missing values in all columns
4 Exploratory Data Analysis (EDA)
A. Univariate Analysis
1) Analysis on Visitors
Observation
Almost a normal distribution with only single outlier can be observed.
Mean and median follows almost similar at 1.7 million visitors for previous
week.
2) Analysis on Views_content
Observation
Few outliers can be observed in the views content field and distribution is
right skewed. However, it seems almost like a normal distribution.
On an Average less than 0.5 million watched the actual content.
3) Analysis on Views_trailer
Observation
Heavily right-skewed data. But distribution is normal.
Too many outliers can be observed at both the tails.
Mean less than 70 million viewed the trailer. Mean and median differ in their
location.
4) Analysis on ad_impressions
Observation
One outlier can be observed in the ad impression.
Distribution seems to be right skewed and it's not following a normal
distribution.
Mean ad impression is less than 1500.
5) Analysis on major_sports_event
Observation
When no major sports event (0) is occurring, the count is around 600.
When a major sports event (1) is present, the count drops to about 400.
6) Analysis on dayofweek
Observations
Most of the content seems to be released on Friday followed by Wednesday.
Very few contents get released on Tuesday.
7) Analysis on Genre
Observations
Genre 'Other' Constitute the highest and Genre 'Action' constitute the least
8) Analysis on season
Observations
There are four seasons almost all of them contains one fourth of the data.
B. Bivariate Analysis
The Heatmap and the Correlation table below shows the following
The viewership increases with the average number of visitors, in millions, to
the platform
Number of views, in millions, of the content trailer increases the number of
first-day views, in millions, of the content.
Data Pre Processing
REFER CODE SHEET FOR REMAINING ANSWERS, DUE
TO TIME CONSTRAINT UNABLE TO UPDATE IN
BUSINESS REPORT. KINDLY EXCUSE.