A conjoint-analysis project that explores how consumers evaluate streaming plans by trading off price, brand, ads, screens, and unique features. I translated the results into an interactive dashboard so the analysis could work as both a research summary and a practical strategy tool.
This project uses choice-based conjoint analysis to understand how people choose among streaming service plans. Instead of asking which platform they “like,” the study measures how users actually trade off plan attributes when choosing between alternatives.
The project focused on three questions: which attributes matter most, which plan configuration is most attractive, and how sensitive users are to price relative to feature changes. The study included 74 respondents, 12 choice tasks per person, and 888 completed tasks.
The analysis showed that price is the strongest driver of plan choice, contributing about 42% of total importance, followed by brand (27%) and simultaneous screens (21%). Compared with those factors, ads and unique offerings had a much smaller effect on consumer choice.
To make the results easier to use, I turned the model into an interactive dashboard. By adjusting parameters like price, screens, ads, and feature combinations, users can explore how different plan designs change predicted market share and better understand the competitive trade-offs between streaming services. In the baseline simulation, Amazon Prime Video led at 37.23%, followed by Netflix at 33.72% and Disney+ at 29.05%.
Interactive conjoint dashboard showing attribute importance, utility impact, and simulated market share across streaming plan configurations.
The clearest implication is a price-first strategy: keeping an entry price near $9.99 matters more than stacking premium features onto a high-priced tier. The jump from $9.99 to $17.99 creates a large utility loss that even strong upgrades like 4 screens and no ads cannot fully overcome.
The best non-price lever is screens, while ads and unique features work better as supporting enhancements than as primary selling points. In practice, this suggests that streaming managers should optimize pricing first, screens second, and premium extras lastwhen designing bundles, onboarding offers, or referral incentives.