Segmentation of Customers’ Experiences of YouTube Streaming Application Users in South Jakarta using K-means Method

YouTube is the biggest video-sharing website on the internet. Two billion users accessing YouTube every month and watch for one billion hours of video every day. Around 70% of YouTube watch time comes from mobile devices. Therefore, improving the quality of customer experience at a satisfactory level is a must for a network provider. Otherwise, customers will be dissatisfied and possibly switching to another network provider. A customer-centric strategy must be done to target the most profitable ones. Thus, understanding how quality of service (QoS) parameters can affect the Quality of Experience (QoE) is a significant consequence. This study aimed to segment the experiences of customers in accessing streaming videos on YouTube. Throughput, delay, and latency were used as the parameters of Quality of Service (QoS). The result shows that there are three segmentation formed, namely high, middle, and low. Those segments show the level of customers’ experiences based on QoS parameters used.