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

Abstract

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.