April 11, 2019
While Disney rolls out its branded “Disney Plus” subscription streaming video service for investors, new data from Hub Research finds that 44% of consumers consider Netflix an important source of content.
The research firm’s “The Evolution of Video Branding” study found that the vast majority of respondents from a January poll of 1,692 consumers in the United States chose Netflix over other over-the-top video services for their video content.
Other entertainment sources include CBS (29%), ABC (28%), NBC (28%) and ESPN (24%).
Among younger respondents (16-34 years-old), 59% opted for Netflix, followed by Hulu (26%), ESPN (24%), HBO (17%) and Amazon Prime Video (17%). Among older respondents CBS ranked first with 41%, followed by ABC (37%), NBC (37%), Netflix (35%) and Fox (26%).
Notably, the report found that while respondents were familiar online TV services such as Hulu with Live TV, YouTube TV, DirecTV Now, Sling TV, and PlayStation Vue, 80% claimed they were unaware of what each platform’s value proposition was.
Indeed, among younger respondents, simply branding video content “original” was enough to make them consider streaming it. And 69% considered Netflix the best choice for original fare.
“It would be easy to explain Netflix’s strong position as a must-have TV source by citing the sheer variety of its content,” Peter Fondulas, principal at Hub and co-author of the study, said in a statement. “Then again, the same can be said of the variety of shows on broadcast networks. Whether it’s a function of a higher level of show quality or of strong branding — or both — Netflix has managed to set itself apart from networks that offer a similarly wide variety of genre choice.”