Research on the Analysis of Disney+ Consumer Behavior and Marketing Strategy Based on R Language

Macau University of Science and Technology, Macau, 999078, China

^* Corresponding author: 1220014809@student.must.edu.mo

Abstract

This paper explores the current position of Disney+ within the fiercely competitive streaming market, emphasizing its rapid growth and significant impact on both the Walt Disney Company and the broader industry. While existing research has primarily focused on the critical role of content and technology in the success of Disney+, this study goes further by developing a comprehensive research framework to analyze the platform’s strategic approach, market segmentation, and potential avenues for future development. Despite its achievements, Disney+ has faced considerable challenges since 2023, including a noticeable decline in subscribers within key markets and the negative repercussions of recent subscription price hikes. These issues are compounded by intensified competition from other streaming services, making it imperative for Disney+ to adapt its strategies. To address these challenges, this paper employs R language to predict user churn through logistic regression, offering a deeper understanding of customer purchasing behavior. The findings suggest that targeted market segmentation, along with more flexible pricing strategies, could be effective in mitigating subscriber losses and enhancing customer retention. By analyzing customer data and identifying potential problem areas, this research provides actionable insights that could help Disney+ navigate its current challenges and sustain its growth in an increasingly saturated market.