JC Lupis | Marketing Charts | Thu, 01 Sep 2016 13:00:02 +0000

Streaming video service users are the most satisfied with Netflix, according to the J.D. Power 2016 Streaming Video Satisfaction Study, which notes that Netflix had particularly high scores for performance, reliability and customer service. Hulu, the second-ranked and scoring just above the industry average, was lauded for its communication and service cost.JDPower-Streaming-Video-Service-Satisfaction-Sept2016

It wasn’t as kind a result for Amazon Video, which was the lowest-rated service. Its score of 806 (on a 100-point scale) was just below Apple iTunes (807), but well below the industry average (820) and Netflix’s leading result (820). It marks one of the few times Amazon isn’t topping a list: Amazon was recently named the tech company with the best reputation in the US, as well as the brand with the most positive perception.

Meanwhile, the J.D. Power study found that 6 in 10 streaming service users are cord stackers, in that they continue to purchase a pay-TV service in addition to their streaming video service. Another 23% are cord-shavers, still subscribing to TV but having recently downgraded their package. About 1 in 8 (13%) are cord-cutters, having recently cut their pay-TV service, with the remaining 4% cord-nevers (never subscribed to TV and only subscribing to streaming video).

Interestingly, satisfaction was highest among those who continue to have a pay-TV package: cord stackers led with an overall satisfaction rating of 826, with cord shavers next at 822. Satisfaction was lower among cord nevers (807) and cord cutters (802). It’s important to remember that the study measures satisfaction with paid streaming video services; perhaps those who retain pay-TV packages are the most satisfied because they have a comparison to make? After all, pay-TV viewers seem to want a more OTT-like experience from their cable and satellite providers…

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In other results from the study:

  • More streaming service customers watch streaming content through their TV (65%) than do so on a laptop/desktop computer (55%) or a mobile device (48%);
  • Streaming-only subscribers are more likely than those with pay-TV to watch original content, as this is more popular among cord nevers (54%) and cord cutters (49%) than cord shavers (43%) and cord stackers (41%); and
  • Not surprisingly, those who only stream tend to be younger than those who retain pay-TV services.

About the Data: The 2016 Streaming Video Satisfaction Study is based on responses from 3,928 customers. The study was fielded in June-July 2016.

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