User activity to enhance customer lifetime value modeling in contractual streaming industry
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 s...
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| Main Authors: | , , , |
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| Format: | Article |
| Language: | English |
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KeAi Communications Co., Ltd.
2025-11-01
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| Series: | Journal of Economy and Technology |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2949948824000623 |
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| _version_ | 1850103512855216128 |
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| author | Eudes Adiba Maurice Comlan Eugéne C. Ezin Nesta Kouzounhoue |
| author_facet | Eudes Adiba Maurice Comlan Eugéne C. Ezin Nesta Kouzounhoue |
| author_sort | Eudes Adiba |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-0102ce3c13cd4f0d8bc41e3f2807ab4a |
| institution | DOAJ |
| issn | 2949-9488 |
| language | English |
| publishDate | 2025-11-01 |
| publisher | KeAi Communications Co., Ltd. |
| record_format | Article |
| series | Journal of Economy and Technology |
| spelling | doaj-art-0102ce3c13cd4f0d8bc41e3f2807ab4a2025-08-20T02:39:32ZengKeAi Communications Co., Ltd.Journal of Economy and Technology2949-94882025-11-013698110.1016/j.ject.2024.12.001User activity to enhance customer lifetime value modeling in contractual streaming industryEudes Adiba0Maurice Comlan1Eugéne C. Ezin2Nesta Kouzounhoue3Namur Digital Institute, University of Namur, Namur, BelgiumENEAM, University of Abomey Calavi, Cotonou, Benin; Corresponding author.IMSP, IFRI, University of Abomey-Calavi, Abomey-Calavi, BeninDepartment of Economics, University of Laval, Laval, CanadaThis 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.http://www.sciencedirect.com/science/article/pii/S2949948824000623Customer lifetime valueContractual settingStreaming |
| spellingShingle | Eudes Adiba Maurice Comlan Eugéne C. Ezin Nesta Kouzounhoue User activity to enhance customer lifetime value modeling in contractual streaming industry Journal of Economy and Technology Customer lifetime value Contractual setting Streaming |
| title | User activity to enhance customer lifetime value modeling in contractual streaming industry |
| title_full | User activity to enhance customer lifetime value modeling in contractual streaming industry |
| title_fullStr | User activity to enhance customer lifetime value modeling in contractual streaming industry |
| title_full_unstemmed | User activity to enhance customer lifetime value modeling in contractual streaming industry |
| title_short | User activity to enhance customer lifetime value modeling in contractual streaming industry |
| title_sort | user activity to enhance customer lifetime value modeling in contractual streaming industry |
| topic | Customer lifetime value Contractual setting Streaming |
| url | http://www.sciencedirect.com/science/article/pii/S2949948824000623 |
| work_keys_str_mv | AT eudesadiba useractivitytoenhancecustomerlifetimevaluemodelingincontractualstreamingindustry AT mauricecomlan useractivitytoenhancecustomerlifetimevaluemodelingincontractualstreamingindustry AT eugenecezin useractivitytoenhancecustomerlifetimevaluemodelingincontractualstreamingindustry AT nestakouzounhoue useractivitytoenhancecustomerlifetimevaluemodelingincontractualstreamingindustry |