Evaluation, Satisfaction, and Intention to Extend Video Content Delivery Subscription Services at Present or at the Time of Cancellation among Current and Former Users
The data were obtained from a consumer survey about video content delivery subscription services (streaming services) with a total of 410 respondents, including 208 current users and 202 former users. The data were collected online on January 30, 2024, by a research company commissioned by the authors. The main variables are evaluation of the streaming services, satisfaction, and intention to extend subscriptions to the streaming services.
Each column of the data represents the following variables. First, sample information includes a serial number, response date, response time, identification number, gender, age group, and occupation. The options for gender are male, female, and no response. The age groups are divided into 10-year intervals from under 10s to 80s and above. The options for occupation include company employee (full-time), company employee (contract/dispatched), civil servant/non-profit organization staff, teacher, school staff, doctor, medical professional, welfare professional, lawyer/certified public accountant/tax accountant, self-employed, part-time/temporary/freelance worker, full-time housewife (househusband), student, unemployed, and other.
Second, the data include the current usage status (AM_A to HU_A) and past cancellation experience (AM_B to HU_B) for each of five streaming services: Amazon Prime Video, Netflix, U-Next, Disney Plus, and Hulu. The cases are also included where the currently used or previously canceled streaming service is not among the five options (NL_A, NL_B) or where there is no current use or cancellation experience (NU_A, NC_B). Based on this, samples with a value of 1 in the S1 column are current users, while those with a value of 2 are former users. The streaming service each respondent had in mind while answering is also included (S2), corresponding to the five options mentioned above.
Finally, the data include responses from current users (Sat1_A to CSC3_A) and former users (Sat1_B to CSC3_B) regarding “Satisfaction with streaming services,” “Proportion of highly rated content (Ratio of good content),” “Degree of consumer evaluation of subscription-exclusive content (Evaluation level of original content),” “Intention to extend streaming services,” and “Axis used by consumers when selecting content (Content selection criterion).” Satisfaction with streaming services and good content ratio were measured using a 7-point semantic differential scale, while evaluation level of original content, intention to extend streaming services, and content selection criterion were measured using a 7-point Likert scale (1: Strongly disagree to 7: Strongly agree).