Analysis of Customer Churn in Subscription Based Streaming Services – A Comparative Study of Spotify and Jiosaavn

Abstract

This study examines the factors influencing customer churn and satisfaction within the music streaming industry, focusing on Spotify and JioSaavn.The analysis was done using python and data analysis methods include descriptive statistics to summarize the data, correlation analysis to explore relationships between variables, factor analysis to identify underlying structures, and comparative analysis to understand differences between groups.Key factors such as content variety, price/value ratio, user experience, and customer service were analyzed.Results indicate that personalized playlists and subscription discounts effectively mitigate churn, while exclusive content and interface improvements show mixed results.It was found that price is a significant factor in customer churn.Analysis reveals that discounts on subscription fees is one the most effective retention strategy.The comparative analysis highlights distinct satisfaction drivers and churn predictors for each platform, suggesting the need for customized retention strategies.