Introduction:
We will be examining if age is related to preferred streaming
platforms (such as Netflix, Hulu, Disney and Amazon) using a sample of
300 people (N = 300). We ran a Chi-Square test of independence, used
residual tables, and broke down cell contributions to the χ² statistic
with a heatmap. Last we reported Cramer’s V as effect size. Our goal is
to pinpoint which age groups favor which platforms and use that insight
to inform marketing and content planning.
## [1] 300
Counts by Age Category
|
age_category
|
n
|
|
18–25
|
100
|
|
26–40
|
100
|
|
41+
|
100
|
Counts by Platform Preference
|
platform_preference
|
n
|
|
Netflix
|
111
|
|
Hulu
|
46
|
|
Disney+
|
61
|
|
Amazon
|
54
|
|
Other
|
28
|
Contingency Table: Age (rows) x Platform (cols) with Totals
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
Sum
|
|
18–25
|
47
|
23
|
22
|
4
|
4
|
100
|
|
26–40
|
41
|
16
|
25
|
11
|
7
|
100
|
|
41+
|
23
|
7
|
14
|
39
|
17
|
100
|
|
Sum
|
111
|
46
|
61
|
54
|
28
|
300
|
Observed Counts
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
|
18–25
|
47
|
23
|
22
|
4
|
4
|
|
26–40
|
41
|
16
|
25
|
11
|
7
|
|
41+
|
23
|
7
|
14
|
39
|
17
|
Expected Counts (if Independent)
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
|
18–25
|
37
|
15.33
|
20.33
|
18
|
9.33
|
|
26–40
|
37
|
15.33
|
20.33
|
18
|
9.33
|
|
41+
|
37
|
15.33
|
20.33
|
18
|
9.33
|
Pearson Residuals (Observed - Expected) / sqrt(Expected)
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
|
18–25
|
1.64
|
1.96
|
0.37
|
-3.30
|
-1.75
|
|
26–40
|
0.66
|
0.17
|
1.03
|
-1.65
|
-0.76
|
|
41+
|
-2.30
|
-2.13
|
-1.40
|
4.95
|
2.51
|
## $chi_square
## [1] 68.04375
##
## $df
## [1] 8
##
## $p_value
## [1] 1.203472e-11
Cell Contributions to Chi-Square
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
|
18–25
|
2.703
|
3.833
|
0.137
|
10.889
|
3.048
|
|
26–40
|
0.432
|
0.029
|
1.071
|
2.722
|
0.583
|
|
41+
|
5.297
|
4.529
|
1.973
|
24.500
|
6.298
|
Percent Contribution by Cell (%)
|
|
Netflix
|
Hulu
|
Disney+
|
Amazon
|
Other
|
|
18–25
|
4.0
|
5.6
|
0.2
|
16
|
4.5
|
|
26–40
|
0.6
|
0.0
|
1.6
|
4
|
0.9
|
|
41+
|
7.8
|
6.7
|
2.9
|
36
|
9.3
|
## Age Platform pct_contribution
## 1 41+ Amazon 36.006247
## 2 18–25 Amazon 16.002777
## 3 41+ Other 9.255250
## 4 41+ Netflix 7.785135
## 5 41+ Hulu 6.655991
Effect Size (Cramer’s V)
|
Cramer.s.V
|
Strength
|
|
0.337
|
Moderate
|
## **Chi-Square Test:** χ²(8, N = 300) = 68.04, p = 1.2e-11.
## **Result:** There is a statistically significant relationship between **Age** and **Platform Preference**.
## **Largest cell contributors** to χ² were: 1) **41+ / Amazon** (36.0%), 2) **18–25 / Amazon** (16.0%).
## **Effect size:** Cramer's V = 0.337 (Moderate association).
## **Interpretation (business-facing):** The pattern of observed vs. expected counts suggests certain age groups lean toward specific platforms.
## Cells with **positive residuals** and **high % contribution** indicate more viewers than expected; negative residuals indicate fewer.
## Use these insights to tailor marketing and content strategies (e.g., emphasize platforms that over-index within an age group).
Final Take-Aways:
The Chi-Square test shows that age and streaming platform preference
are related, χ²(8, N = 300) = 68.04, p < .001. Cramer’s V = 0.337
shows this relationship has a moderate strength. The biggest pattern
comes from the 41+ group choosing Amazon much more than expected, while
the 18–25 group chose Amazon much less than expected.
Older adults tend to lean toward Amazon, while younger adults are
more drawn to Netflix and Disney+. These patterns suggest that marketing
strategies could be more effective if they’re specifically age-targeted.
Amazon may want to focus more on messaging geared toward older viewers,
while Netflix and Disney+ could emphasize youth-focused content and
media promotion.