Downfall of Netflix : research on most popular subscription video in Deman (SVOD) stock price drop

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Wicaksono, Andre (2023) Downfall of Netflix : research on most popular subscription video in Deman (SVOD) stock price drop. Undergraduate thesis, Sekolah Tinggi Manajemen Ipmi.

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Abstract

On April 20, 2022, Netflix revealed that they lost 200.000 of its customers. This occurred followed by the big rapid stock price decline the next day. The major goal of this research is to expose the association between the loss of subscribers and the stock price fall on Netflix. Moreover, the objective of this research is to know the reason for the subscribers' exodus. This study utilizes Mann-Whitney U test (non-parametric), as the sample is too small and ignores normal data distribution. The data itself will be grouped in 2 subgroups which is Netflix's daily stock price on the closing 20 days before and after the news of the loss of their subscribers. Furthermore, this research also uses Maarten Hajer's argumentative discourse-analytical (ADAA) method to find out what is the cause of the Netflix subscribers' loss. Utilizing google as the search engine, the author searched for "Netflix" and then google AI proceeded to recommend "Netflix subscriber loss reasons", which the author chose. This study unveils that the stock price drop is connected to the subscribers loss announcement. Additionally, the author argues that there are various factors that played parts in the subscribers exodus, mainly high pricing, aggressive competition, and account-sharing. The result of this research hopefully can aid SVOD firms and future research.

Item Type: Thesis (Undergraduate)
Subjects: H Social Sciences > H Social Sciences (General)
Divisions: Thesis > Bachelor of Business Administration
Depositing User: Dede Faujiah
Date Deposited: 06 Apr 2023 07:31
Last Modified: 06 Apr 2023 07:31
URI: http://repository.ipmi.ac.id/id/eprint/1921

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