Markov Chain Based Analytical Methods to Gain Insights into IPTV Customer Behaviour

Zhi Chen, Ulster University

Co-authors: Sally McClean, Ulster University; Shuai Zhang, Ulster University; Ian Kegel, BT Group; Brahim Allan, BT Group

Abstract: Due to the rapid development of Internet Protocol Television (IPTV) technology, customers can now watch television on multiple devices with a vastly improved viewing experience. For a better understanding of customer experience and service performance, this has sparked significant interest among service providers in the analysis of TV customer behaviour. This work is comprised of three sub-studies associated with various customer scenarios involving IPTV service interaction. The widely employed Markov model serves as the foundation for the methodology across studies. Consequently, we utilise discrete-time Markov chains (DTMC) and Gaussian hidden Markov models (GHMM) for sequential and continuous features, respectively. The studies have demonstrated the effectiveness of Markov models and generated insightful information regarding TV customer behaviour.