A new iModerate study of 2,500 US consumers has not only established Netflix as the resounding favourite among subscription video on demand services (a popularity reflected in its market share), but also looks at the reasons behind its pre-eminence.
Variety, it would seem, is the No. 1 factor: not only does Netflix offer an array of well-loved TV shows and movies, reported numerous participants, but also a number of newer original series such as “Orange is the New Black.”
Overall, consumers were only vaguely familiar with the Hulu brand, with participants viewing it primarily as a novel way to stream TV shows, not necessarily movies. The ability to watch a favourite TV show after it airs was cited as a main benefit of Hulu’s service. That said, Hulu seems to be suffering from either a lack of awareness or benefits-oriented positioning, as 14% of participants couldn’t name a single benefit when asked.
Study participants overwhelmingly called out one big downside of Hulu’s paid service – the compulsory commercials.
Meanwhile, although Nielsen suggests that Amazon Prime Instant Video is gaining ground against its rivals with 13% of household penetration, iModerate’s research paints a different picture of the brand’s stickiness in the marketplace.
Many iModerate study participants believed Amazon Prime Instant Video lacks defining characteristics or value. Even more grave for the brand is that consumers don’t seem to be differentiating between Amazon’s Prime streaming service and its two-day shipping service. When pressed about the benefits of Amazon Prime Instant Video, 23% of the responses referred to shipping instead.