Top Streaming Services by Viewer Experience, Content Appeal
According to an MX8 Labs study, Netflix was ranked as the No. 1 service for best overall streaming experience by 42% of consumers.
As the war for attention rages on, streaming platforms face an increasingly competitive landscape when it comes to viewership and subscribers. And while those are two metrics often used to measure success, more is at play. As part of its study on the streaming landscape, MX8 Labs analyzed consumer platform preferences in terms of user experience and content appeal — arguably two of the most essential elements to mitigating churn, outside of cost.
Looking at how streaming services were ranked by surveyed consumers:
- Netflix was ranked as the No. 1 service for best overall streaming experience by 42% of respondents, followed by Prime Video (19%) and Hulu (16%). These platforms also hold the top three spots for content appeal and ad experience.
- A deeper demographic analysis reveals some areas for improvement: In terms of content appeal, both Netflix and Prime Video underperform among 18-24 year olds, as well as among consumers living in the Southern U.S. Netflix also underperformed for people in the Midwest.
- There are also insights that could help inform future bundling strategies. Disney+ and Max viewers tend to rank Netflix and Hulu above average for overall experience. Looking at content appeal, Netflix is also ranked higher by people who watch Disney+ and Max. On the ad experience side, Hulu is ranked above average for viewers of Disney+, Max and Peacock.
- While Disney+ beat Peacock for overall experience and content appeal, it performed slightly lower than Peacock in terms of the ad experience. Of course, those platforms have different primary audiences — Disney+’s family-friendly focus may have viewers with young kids discouraged by ads in general, while Peacock viewers may inherently be more receptive to advertising.
