Do SVOD product attribute trade-offs predict SVOD subscriptions and SVOD account access? Using utility constant sums to predict SVOD subscriptions and SVOD account access

ABSTRACT Over the past five years, there has been a market supply side upsurge of streaming-video-on-demand (SVOD) services, the slow but steady erasure of expensive cable and satellite bundling packages, and the rise of their response to SVOD services, the skinny bundle package. Considering this, do consumer product-trade-offs reflect generic competitive strategies exercised by SVOD firms? If so, do they predict consumer SVOD subscriptions or SVOD account access toward select SVOD firms? A conjoint analysis is executed in this study, and findings illustrate that utility constant sums can be used to help predict SVOD subscription and SVOD account access. This can aid practitioners in seeing if their competitive strategies are connecting to the right consumers with the right product trade-offs.