July 10, 2019
Users of Amazon Prime Video and Hulu are much more likely to discuss technical problems and dissatisfaction with content than Netflix subscribers, according to a new report from Strategy Analytics.
The report “Voice of the Customer: What Are Netflix Subscribers Saying Compared to Competitors?” found that Netflix users were much more likely to spend time discussing characters and storylines in great detail, suggesting high levels of engagement with Netflix shows. By contrast, discussions involving Hulu users focused on resolving problems with the service, while Amazon users focused on negative comments to do with pricing and lack of content choice.
“The report concludes that Hulu and Amazon must address these deficiencies if they are to make inroads into Netflix’s leadership position,” according to the Strategy Analytics press release. “The findings should also serve as a warning to Disney and WarnerMedia as they prepare to launch new streaming services.”
The research, which is based on “advanced language analytics techniques,” according to the firm, showed that, compared to Hulu and Amazon, Netflix users were much more likely to discuss binge-viewing; characters, scenes and storylines in great detail; evaluating shows, both positively and negatively; what people in general think of shows; and worrying about seeing spoilers before watching shows.
“Netflix’s advantages are numerous, but lie primarily in the fact that its users are much more engaged with the content than those using Amazon Prime Video or Hulu,” said Michael Goodman, director, TV & media strategies, at Strategy Analytics, in a statement. “Neither Amazon nor Hulu have managed to get much beyond technical or pricing issues in order to build that all-important content-viewer relationship which ensures higher retention levels and sustained subscription revenues.”
The research was carried out by Relative Insight in partnership with Strategy Analytics. Relative Insight is a U.K.-based language understanding technology company.