Apple TV+ Sees Huge Improvement in Customer Satisfaction, Netflix Stumbles [Report]

Apple TV+ saw a huge improvement in customer satisfaction this year as Apple continues investing in the streaming service, according to Whip Media's new Streaming Satisfaction Report. The survey, based on nearly 2,500 U.S.-based respondents, takes an in-depth look at customer satisfaction with a number of major streaming services, including Netflix, Disney+, HBO Max, Apple TV+, Hulu, Peacock, Paramount+, Amazon Prime Video and Discovery+.

“As an industry, we are heavily focused on subscriber counts and market share, but there is less coverage of how consumers perceive the platforms and their offerings,” said Eric Steinberg, Whip Media’s media research and insights lead. “By exploring the satisfaction with specific elements of their product, the platforms, and their suppliers, can understand how to better serve their customers.”



Key Findings:
● HBO Max leads the industry in terms of customer satisfaction, with 94% of respondents saying they were “satisfied” or “very satisfied” with the service; Netflix, which ranked second overall in 2021, dropped to fourth place in 2022 (with 80%) behind Disney+ (88%) and Hulu (87%)
● Netflix’s decision to increase prices earlier this year was the main reason customers said they canceled their subscription, with 69% saying price hikes led to them leaving the service; overall, Netflix ranks last in the industry in terms of perceived value
● Still, Netflix remains the most indispensable service, with 31% of respondents saying they would keep the service if they could only have 1 SVOD subscription. This was a 10 point drop from 2021, though, while HBO Max and Disney+ both made gains from last year
● Apple TV+ easily made the biggest gains in customer satisfaction in 2022, with a 14 point surge helping it jump ahead of services like Amazon Prime Video, Peacock and Discovery+

Additional findings:
● HBO Max also leads in satisfaction among SVODs for the quality of original content, variety of original content, and the perceived value of the service
● Both Paramount+ and Peacock made modest gains in satisfaction versus last year. Consumers view the quality of Paramount+'s original series on par with Hulu’s. Peacock ranks lower, but its library, fueled by The Office, is a strength for them
● Netflix ranks first for both user experience and suggesting content to subscribers

Likelihood that customers would keep Apple TV+ increased to 73% from 54% in 2021; however, only 2% of respondents described it as indispensable. Notably, Apple's quality of original series scored second, only behind HBO.

More details in the full report linked below...

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