Why has Rogers Communications's home internet data usage per household declined by 8% year-over-year despite the growth in streaming services?

Introduction

Rogers Communications' home internet data usage per household has declined by 8% year-over-year, despite the growth in streaming services. This unexpected trend requires a thorough investigation to identify the root cause and develop appropriate solutions. I'll approach this analysis systematically, examining internal and external factors, user behavior, and technical aspects to uncover the underlying reasons for this decline.

Step 1

Clarifying Questions (3 minutes)

• Considering the timing, I'm wondering if there have been any significant changes to Rogers' internet plans or pricing structure recently. Have there been any modifications to data caps, speeds, or pricing tiers in the past year?

Why it matters: Changes in plan structures could directly impact usage patterns. Expected answer: Information about recent plan changes or lack thereof. Impact on approach: If changes occurred, we'd focus on their impact; if not, we'd look elsewhere.

• Given the growth in streaming services, I'm curious about Rogers' partnerships or bundled offerings. Has Rogers introduced or modified any partnerships with streaming providers in the last year?

Why it matters: Partnerships could influence how customers access streaming content. Expected answer: Details on new or changed streaming partnerships. Impact on approach: Strong partnerships might suggest looking at technical issues rather than content availability.

• Thinking about user segments, I'm interested in the breakdown of this decline. Is the 8% decline consistent across all user segments, or are there specific groups showing more significant changes?

Why it matters: Identifies whether this is a universal issue or specific to certain user groups. Expected answer: Breakdown of decline across different user segments. Impact on approach: Targeted analysis on most affected segments if variation exists.

• Considering potential measurement issues, I'd like to confirm the data collection process. Has there been any change in how internet usage data is collected or analyzed in the past year?

Why it matters: Ensures the observed decline is real and not a result of measurement changes. Expected answer: Information on data collection consistency or changes. Impact on approach: If changes occurred, we'd need to reassess the validity of the year-over-year comparison.