Wonder

OTT Services (2)

Delivered April 3, 2020. Contributor: Gbolahan G.

Goals

To provide a demographic analysis of major over-the-top (OTT) media platforms covering their gender and age distribution. Specifically, we will be analyzing the following OTT platforms: Hulu, Amazon, Pluto, Roku, and Tubi. Ideally, we will look to determine the percentage of consumers who belong to the following age categories: All users between the ages of 18-49. All users between the ages of 25-54. Women between the ages of 25-54. Men between the ages of 25-54.

Early Findings

User BreakdownPluto TVThe percentage of male to female is about equal, according to Viacom CEO Bob Bakish. That is, it is 50 percent male and 50 percent female. Also, about 50 percent of Pluto TV viewers are between the ages of 18 - 34. 
Pluto TV viewer interests include news and media, arts and entertainment, and computer technology. 

Hulu Hulu viewers are predominantly female. Female viewers represent about 62 percent of all viewers. Relative to total streamers, Hulu users skew younger (Millennial 18-34) and female, living alone, are less educated and less wealthy. 
The average age of a Hulu subscriber is 31, while the average household income is $92,000. Hulu subscribers are most interested in arts (design, art, arts & crafts, history) and yoga.

RokuThe majority of Roku subscribers are below the age of 34 and earn less than $80,000. The average Roku subscriber does not possess advanced educational qualifications. 

Research proposal:

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