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  2. 2013
  3. February
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  5. Streaming Video Study- Toluna
Questions marked with an * are required Exit Survey
 
 
* 1. What is your age?
 
Under 18
 
18-21
 
22-24
 
25-34
 
35-44
 
45-54
 
55-64
 
65+
 
 
 
* 2. Within your household, who is the main decision maker on which TV / video services you subscribe to?
 
I am
 
I share it roughly equally with someone else
 
My spouse is
 
My parents are
 
Someone else is
 
 
 
3. Which of the following services does your household currently subscribe to? Please check all that apply:
 
Satellite TV (e.g. DirecTV, Dish)
 
Streaming video service (e.g. Netflix, Hulu Plus, Amazon Prime Instant Video)
 
High speed internet (e.g. cable, DSL)
 
Cable TV (e.g. Time Warner, Comcast, Cox, FiOs, U-verse)
 
Premium cable channels (e.g., HBO, Cinemax, Showtime, Starz)
 
None of the above

 
 
 
* 4. Which premium cable channels do you currently subscribe to?
 
Disney
 
HBO
 
Showtime
 
Starz
 
Cinemax
 
Other (please specify)
 

 
 
5. Please rate HBO / HBO Go on the following:
1- Poor 2 3 4 5 6 7- Excellent Don't know
* Quality of their exclusive original series
* Availability of recently released movies
* Quality of movies shown
* Selection of movies in their streaming video library
* Selection of TV programs in their streaming video library
* Ease of use of their streaming video service
* Overall value
* Is a brand for me
 
 
6. Please rate Showtime / Showtime Anytime on the following:
1- Poor 2 3 4 5 6 7- Excellent Don't know
* Quality of their exclusive original series
* Availability of recently released movies
* Quality of movies shown
* Selection of movies in their streaming video library
* Selection of TV programs in their streaming video library
* Ease of use of their streaming video service
* Overall value
* Is a brand for me
 
 
 
* 7. Which devices do you currently have in your household?
 
Video game console (e.g. Xbox, Playstation, Wii)
 
DVR
 
Laptop computer
 
Streaming device (e.g. Roku, Apple TV)
 
Interactive TV / Bluray player that connects to the internet
 
Desktop computer
 
Smartphone
 
Tablet device (e.g. iPad)
 
None of the above

 
 
8. Approximately how many hours per week do you spend watching the following forms of video?
* Live- regular TV shows (non-premium cable channels)
* DVR- regular TV shows (non-premium cable channels)
* Live- premium movie channels (e.g. HBO)
* DVR- premium movie channels (e.g. HBO)
* Streaming video service (e.g. Netflix, Hulu Plus)
* Rented movies from online stores (e.g. iTunes, Amazon Instant Video, Android Store)
* Rented DVDs (e.g. Blockbuster, Redbox, Netflix DVD mailers)
* Video on demand from cable/satellite provider
* Online video (e.g. YouTube)
 
 
9. Which streaming video services have you tried before / currently subscribe to:
Never tried Previously tried but never subscribed Previously subscribed but cancelled membership Currently subscribe to
* Netflix
* Hulu Plus
* Amazon Prime
 
 
10. Please rate Netflix on the following:
1- Poor 2 3 4 5 6 7- Excellent Don't know
* Quality of their exclusive original series
* Availability of recently released movies
* Quality of movies shown
* Selection of movies in their streaming video library
* Selection of TV programs in their streaming video library
* Ease of use of their streaming video service
* Overall value
* Is a brand for me
 
 
11. Please rate Hulu Plus on the following:
1- Poor 2 3 4 5 6 7- Excellent Don't know
* Quality of their exclusive original series
* Availability of recently released movies
* Quality of movies shown
* Selection of movies in their streaming video library
* Selection of TV programs in their streaming video library
* Ease of use of their streaming video service
* Overall value
* Is a brand for me
 
 
12. Please rate Amazon Prime Instant Video on the following:
1- Poor 2 3 4 5 6 7- Excellent Don't know
* Quality of their exclusive original series
* Availability of recently released movies
* Quality of movies shown
* Selection of movies in their streaming video library
* Selection of TV programs in their streaming video library
* Ease of use of their streaming video service
* Overall value
* Is a brand for me
 
 
 
* 13. Why haven’t you tried Netflix before? (check all that apply)
 
I don’t watch that much TV
 
It costs too much
 
I’m not that familiar with Netflix
 
I can connect to Netflix on my mobile device or laptop, but would rather watch it on my TV
 
Netflix doesn’t carry the latest movies
 
I get enough video content from other sources
 
Netflix doesn’t carry the types of movies I like to watch
 
It seems too complicated
 
I use another streaming video service
 
Netflix doesn’t have the TV shows I want to watch
 
No reason in particular
 
I don’t have a fast enough internet connection to stream videos
 
I don’t have a device that connects to Netflix
 
Other (please specify)
 

 
 
 
14. You indicated that you tried Netflix before, why haven’t you subscribed? (check all that apply)
 
I don’t watch that much TV
 
Netflix doesn’t carry the latest movies
 
Netflix doesn’t carry the types of movies I like to watch
 
Netflix doesn’t have the TV shows I want to watch
 
I don’t have a fast enough internet connection to stream videos
 
It costs too much
 
I use another streaming video service
 
I get enough video content from other sources
 
No reason in particular
 
Other (please specify)
 

 
 
 
* 15. You indicated that you previously subscribed to Netflix. Why did you cancel your membership? (check all that apply)
 
I use another streaming video service
 
Netflix doesn’t carry the latest movies
 
Netflix doesn’t carry the types of movies I like to watch
 
I cancelled when they changed their focus from DVD mailers to online streaming video
 
Netflix doesn’t have the TV shows I want to watch
 
I get enough video content from other sources
 
It costs too much
 
I don’t have a fast enough internet connection to stream videos
 
I don’t have time to watch video anymore
 
Other (please specify)
 

 
 
 
* 16. How likely are you to subscribe to Netflix in the next 12 months?
 
Not at all likely
 
Somewhat likely
 
Very likely
 
Extremely likely / I'm already a subscriber
 
 
 
* 17. Netflix charges $8 per month for their streaming video service. Do you think $8 per month is:
 
A fantastic bargain
 
A fair price
 
Too expensive
 
Not a bad price but still more than what I can afford
 
 
 
* 18. Why did you sign up for Netflix? (check all that apply)
 
As a replacement for cable/satellite TV
 
Their exclusive original series (e.g. House of Cards)
 
Huge selection of older movies
 
I’m still on my free trial
 
Great selection of recent movies
 
For their selection of TV series
 
Great value
 
It was a gift
 
For their DVD mailer program
 
Other (please specify)
 

 
 
 
* 19. In your own words, what do you love most about Netflix?
   
 
 
20. How often do you use the following devices to view Netflix?
Never Infrequently Sometimes Often Very often
* Video game console (e.g. Xbox, Playstation, Wii)
* Interactive TV that connects to the internet
* Desktop computer
* Streaming device (e.g. Roku, Apple TV)
* Smartphone
* Laptop computer
* Tablet device (e.g. iPad)
 
 
21. How often do you watch the following types of content on Netflix?
Never Infrequently Sometimes Often Very often
* Recently released movies
* TV series
* Older movies
* Romantic movies
* Children’s programming
* Action movies
* Comedies
* Documentaries
* Niche enthusiast content (e.g. live concerts, golf videos)
* Exclusive original series (e.g. House of Cards, Lilyhammer)
* Dramas
 
 
22. If Netflix were to invest in new content, which types of content do you think would add the most value to your Netflix subscription?
Not at all valuableExtremely valuable
1 2 3 4 5 6 7
* Foreign language movies
* Children’s programming
* Recent movie releases
* Niche enthusiast content (e.g. live concerts, golf videos, etc.)
* Exclusive original series (e.g. House of Cards)
* More TV series
* Sporting events
 
 
 
* 23. Who pays for your Netflix subscription?
 
I do
 
Someone else in my household
 
I borrow a login from a friend / family member
 
I’m still on the free trial
 
 
24. Please rate your agreement with the following statements regarding Netflix:
Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree
* I got Netflix primarily for my kids
* I use Netflix primarily for their mailed DVDs
* I see Netflix as a replacement for a premium movie service (e.g. HBO)
* I think Netflix fills a different role than cable
* I see Netflix as a replacement for basic cable service
* I usually watch Netflix together with my spouse/family
* I usually have a particular movie/TV show in mind when I use Netflix
* I see Netflix as just another channel to get additional content
* I usually watch Netflix only on the weekends
* I use Netflix primarily on my tablet / mobile devices
 
 
25. Please indicate your agreement with the following statements:
Strongly disagree Somewhat disagree Neither agree nor disagree Somewhat agree Strongly agree
* I watch a lot of live TV
* I prefer owning the newest technology in my home
* For quality control purposes, please check the "Strongly disagree" box
* I am a movie enthusiast
* I am confident trying out new technology
* I try to limit my cable/satellite/streaming video bills to save money
* I frequently talk about TV shows with my friends
* I don’t have much time to watch TV
* I like to share my TV viewing with my social network
* I consider myself an early of adopter of technology
* I am interested in new technology
 
 
26. We are now going to show you several potential marketing statements for Netflix. Please rate how persuasive each of these marketing statements are in convincing you to signing up for Netflix:
Not at all persuasiveExtremely persuasive
1 2 3 4 5 6 7
* Netflix is changing the way we watch TV: what you want, when you want.
* Netflix is an incredible value with over 60,000 hours of content for only $8/month
* Netflix: the best channel on TV isn't on TV
* Netflix – where entertainment matters
* Netflix – much more than movies and TV shows
* Netflix helps you visit old friends and make new ones
* Netflix is the modern way to get your entertainment
* You can cut the cable with Netflix
 
 
 
* 27. What is your gender?
 
Male
 
Female
 
 
 
* 28. What is your ethnicity?
 
Caucasian (non-Hispanic)
 
African American
 
Hispanic / Latino
 
Asian / Pacific Islander
 
Native American
 
Other
 
Do not wish to disclose
 
 
 
* 29. What is your annual household income (including your spouse or significant other):
 
$0-$9,999
 
$10,000-$29,999
 
$30,000-$49,999
 
$50,000-$74,999
 
$75,000-$99,999
 
$100,000-$149,999
 
$150,000-$249,999
 
$250,000 or greater
 
Do not wish to disclose
 
 
 
* 30. How many people reside in your household?
 
1
 
2
 
3
 
4
 
5
 
6 or more
 
 
 
* 31. How many children under the age of 18 do you have living in your household?
 
0
 
1
 
2
 
3
 
4
 
5 or more
 
 
 
* 32. What is the highest level of education you have completed?
 
Did not finish high school
 
High school diploma
 
Some college
 
Undergraduate degree
 
Masters degree
 
Doctorate degree
 
 
 
* 33. What is your employment status?
 
Full time employed
 
Part time employed
 
Unemployed
 
Student
 
Retired
 
Disabled and unable to work
 
 
 
* 34. What is your 5 digit zipcode?
   
 
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