Data: Consumers’ Preferred Content Across Streaming Platforms

The content on offer is perhaps the single biggest reason why people subscribe to a streaming service — after all, why pay for stuff you’re not gonna watch? MX8 Labs recently surveyed consumers to uncover the favored types of content across subscription platforms that include an ad-supported tier. Some of the results aren’t super surprising, like the fact that Peacock ranks highest for sports while Discovery+ wins for documentaries. But other findings are more interesting: 

• 64% of respondents ranked Prime Video tops for movies overall, although drilling down into original movies only, Disney+ (50%) and Netflix (46%) were higher. While it does produce original movies, Prime Video has built an extensive library through licensing deals, which fuel its “home premiere” offering of recently-released movies available to rent or buy, as well as a wide variety of older theatrical titles free for Prime subscribers (Rocky III, anyone?).
• Looking at network TV series, consumers actually ranked Netflix (37%) lower than Hulu (45%), Paramount+ (44%) and Peacock (43%). This is particularly interesting given that Netflix gained a lot of ground in the early days of streaming by licensing these types of shows, and has touted high viewership numbers more recently for things like the USA original Suits.
• Netflix eked out a win over Hulu for original series, 52% to 50%, with Disney+ close behind (46%). But notably, Disney+ actually overperformed for original series among older viewers ages 55-64, at 77%, suggesting that even people (presumably) without young kids at home are finding value in its offerings.