Netflix's subscription renewal rate is declining year over year. What hypotheses would you propose, and how would you validate them?

First I will describe what Netflix is - 

About Netflix : 

Netflix is a video streaming platform across the globe which hosts various types of content for its users 

Than I will first start with asking clarifying questions - 

1. Is the renewal rate decline happening in a specific region or is it across?

If it is in a specific region we can further deep dive on that front 

If it is across the globe than we need to think of factors at a platform level which could have affected  

2. Which set of cohort has seen the decline ? 

Is it renewal rate from FTU to 1st year or 1st year to 2nd year or 2nd year to 3rd year or 3 year & above & so on .. ( Assumption - annual renewal rate is what we are looking at ) 

This is primarily to understand which type of user base is not renewing

3. Is the decline among web users or mobile app users ? 

4. What % of decline have we seen YOY ? Has the decline been consistent across years or there are variations ? 

Next I will analyze starting with external factors - 

1. Any new competitor which has come in recent years whose market share has increased, resulting in decline in subscription of Netflix 

2. Any new technological change which has come up which has given an alternative to the video streaming platform 

3. Any legal compliance due to which Netflix lost some of its users in some specific country or region etc. 

4. Any country which has suffered policitcal unstability due to which users from that country have stopped watching netflix 

5. Any macroeconomic reduction in the trends of spending towards streaming platform 

Than I will look at Internal factors - 

Lets first define renewal rate = % of people renewing subscription annually of the active user base 

1. Type of content which has been hosted on the platform vs the content which has been viewed most. 

2. Are there any specific set of users who are not renewing - movie lovers, tv shows , documenatries, etc. 

3.  Has the app installs gone down leading to reduction in the active user base 

4. Among the active user base which type of content view has gone down & if that correlates with the point 2 ( specific set of users - movie lovers,tv shows,etc. ) 

5. Are there any other metric which has been impacted apart from the renewal rate ? - Again ties back to point 3 & 4 ( user base & streaming hours ). Additionaly can look at efficacy of recommended content,etc. 

For validation of these hypothesis - 

1. Look at the past trends ( qunatitavive data ) 

2. Speak to your users ( qualitative research )

3. Send a survey to the users with your hypothesis who have not renewed  

3. Post the analysis, lets say you understand that because fiction movies content has not been hosted lately at much frequency which lead to reduction in renewal rate , Netflix can develop that type of content & target boost/advertise to those specific set of users who have not renewed. 

Thanks

Feedback are welcome