Predictors of Customer’s Subscriptions to Movie and Sport Packages

Abstract

Subscription-based television services providers, which operate in a highly competitive industry with high saturation, are finding it exceedingly difficult to grow their customer base. The ability to identify customers with a higher possibility of subscribing to the premium plans, is undoubtedly critical to increasing future sales. In that vein, we seek to identify predictors to premium packages selection behavior by jointly modeling customer subscriptions of premium movie, premium sport and basic sport packages. We show that, the customer subscriptions of different TV packages can be highly correlated. Moreover, our model profiles likely subscribers to premium movie, premium sport and basic sport packages using both subscriber demographic and lifestyle information.