Netflix, Amazon and Hulu are forever battling to be the streaming service on top – with better marketing, higher quality programming and solid awareness strategies.
But according to Nielsen, Netflix is the overall favorite because of its leg up in branding.
The Nielsen report says that 36 percent of U.S. households have a Netflix account, while Amazon Prime boasts 13 percent and Hulu (formerly Hulu Plus) has 6.5 percent.
Part of that is due to Netflix’s programming, with return hits House of Cards and Orange is the New Black as well as new comedy Unbreakable Kimmy Schmidt.
But in a study by iModerate, consumers also pointed to Netflix as the brand that is most easily understood and communicated. Amazon Prime Instant Video, they said, is hard to distinguish as a brand from Amazon or the Amazon Prime shipping option. Hulu’s commercial interruptions simply turned them off.
Respondents in the study went so far as to say that they think Netflix will eventually beat out its opponents and remain the sole streaming option. Netflix’s variety of new series was the No. 1 reason for its choice, with the lack of ads coming in close second.
Consumers said in the study that each platform attracts them for different purposes as well. Hulu is used more for specific shows as opposed to Netflix, which is used for both specific series as well as browsing the entire platform.
Read more at Adweek.
Brief Take: Netflix has branded itself as the premium service, and consumers aren’t just taking it as its word. The high-quality programming, easy-to-use platform and clear branding attract consumers at a far higher rate than its competitors.
[Image courtesy of Netflix]
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