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Netflix UK User analysis

Question

1. What do they watch ? British users might like dark humour and drama​​

2. When do they watch ? They might like to watch at night

3. Is there a correlation between what they watch and when they watch ? 

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Hypothesis

1. If British users are engaging with content during lunch hours, then they might prefer light content such as comedy or entertainment, while at night, they may gravitate toward more immersive content like documentaries or dramas.

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2. If holiday content is shown to British users during December, then they will exhibit higher engagement compared to other times of the year because users are in a festive mindset and seek thematic content

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3. If a new release, especially a viral show, is made available, then user engagement (measured by watch time) will spike during the release period because new and trending content tends to attract higher viewership based on previous data patterns

Methodology

Methodology

  • Data* Cleaning: Conducted data preprocessing in Excel, including handling missing values and ensuring consistency across datasets.

  • Data Integration: Utilized SQL to join multiple tables and ensure seamless data integration for analysis.

  • Data Visualization: Leveraged Tableau to create visualizations and uncover key insights for user behavior and content popularity.

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Metrics

  1. Popularity: Assessed by the number of unique users and, in some cases, watch duration time to gauge engagement levels.

  2. Data Exclusion: Excluded data that could not be categorized to maintain accuracy and relevance in the analysis.

When do they watch

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User spikes and new releases

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What do they watch

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What do they watch over the year

British viewers' content preferences shift notably with the seasons. Winter and the holiday season see an uptick in lighter, feel-good content like Comedy, Romance, and Documentaries, while spring and fall have a broader range of genres being consumed. Summer months show a dip in viewership, especially for action-heavy genres

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What do they watch across the day

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Conclusions

Recommendations

  • Comedy is the top genre for British viewers, followed by Documentaries and Action, with seasonal shifts.

  • Winter/Holiday: Viewership spikes for Comedy, Romance, and Documentaries.

  • Spring/Fall: Diverse genres are popular.

  • Summer: Engagement dips, especially for Action.

  • Peak viewing is after dinner, followed by lunchtime, with Comedy, Documentary, and Action dominating throughout the day. No strong genre changes in terms of watching hours

  • New releases, especially viral shows, drive user spikes but the correlation is weak.

  • Black Mirror: Bandersnatch was the most-clicked show, proving high anticipation boosts viewership across genres

* Data source : Netflix audience behaviour - UK movies

  • Promote Comedy & Documentaries during peak hours (dinner, lunch) for maximum engagement.

  • Leverage seasonal trends: Push Romance and Feel-good content in winter and holidays.

  • Diversify genres especially in spring and fall: Focus on Action and Sci-Fi when engagement is high.

  • Improve summer engagement: Use seasonal campaigns, limited-time events, and lighter, short-form content to maintain engagement.

  • Capitalize on viral shows: Invest in marketing and pre-release buzz for highly anticipated content like Black Mirror: Bandersnatch

Netflix

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