DOAJ Open Access 2025

User activity to enhance customer lifetime value modeling in contractual streaming industry

Eudes Adiba Maurice Comlan Eugéne C. Ezin Nesta Kouzounhoue

Abstrak

This article presents a model for Customer Lifetime Value (CLV) tailored to the subscription-based streaming industry, incorporating both contractual dynamics and user activity. Unlike traditional CLV models that overlook contracts, this semi-Markov model captures the time users remain in specific subscription plans and the transitions between these subscription plans. Using empirical data from the MTN TV platform for a step-by-step implementation, the study identifies key factors influencing subscription cancellations, such as expiration dates and viewing behavior. The results show that longer subscriptions yield higher CLV, with more predictable churn cycles. These findings can guide marketing strategies and resource management to maximize CLV in the streaming sector.

Topik & Kata Kunci

Electronic computers. Computer science Economics as a science Social Sciences

Penulis (4)

Eudes Adiba

Maurice Comlan

Eugéne C. Ezin

Nesta Kouzounhoue

Format Sitasi

APA MLA BibTeX

Adiba, E., Comlan, M., Ezin, E.C., Kouzounhoue, N. (2025). User activity to enhance customer lifetime value modeling in contractual streaming industry. https://doi.org/10.1016/j.ject.2024.12.001

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Informasi Jurnal

Tahun Terbit: 2025
Sumber Database: DOAJ
DOI: 10.1016/j.ject.2024.12.001
Akses: Open Access ✓