HBO outguns Netflix in SVOD customer satisfaction | VOD | News | Rapid TV News
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HBO Now 20 Jan 2017It may have just released robust results for 2016, cementing its leadership in subscription video-on-demand (SVOD) but Netflix is not at the vanguard when it comes to customer satisfaction says Strategy Analytics.

In its Digital Media Strategy Analytics Strategies service report, the analyst ranks HBO Now as highest for customer satisfaction in 11 of the 14 categories of SVOD services examined. The report measured customer satisfaction is select categories across three key areas: the number and availability of TV shows/films, how easy it is to find them, and the overall value of the service.

HBO Now had the highest score for all but three of the categories examined – availability of children’s programming where OTT service Hulu led; content recommendations and the cost of the subscription, which were both topped by Netflix. Hulu outscored Netflix in six of the 14 categories, while Amazon Prime was at the bottom in every one. When compared with the other three services, HBO Now also scored particularly highly in the availability of current and past season’s TV shows as well as the number of hit movies and original programmes. Yet when subscribers were asked to give a single “overall” score for the services, however, Netflix came out on top, with Hulu very narrowly ahead of HBO.

“HBO Now has successfully positioned itself as a go-to-service for quality programs, especially movies,” noted Strategy Analytics digital media strategies analyst Zhaowen Wu. “Though HBO Now has a much smaller library than other SVOD services, it has more blockbuster movie and hit series such as Game of Thrones and Westworld.”

Added Digital Media Strategies director Michael Goodman: “When considering the bigger picture, Netflix clearly benefits from its brand ‘halo’ whilst HBO Now suffers from a negative association with cable’s legacy issues, however, once one gets into the weeds, the reality is that HBO subscribers are the most satisfied with nearly all elements that make up a strong SVOD service. People have been talking about [SVOD] being a Netflix vs. Amazon battle in terms of which service viewers choose, with the others left to pick up the scraps. However, if HBO continues on this vein, we’re more likely to see a situation where people will have one blockbuster service like HBO or HBO Now and either a Netflix or Amazon in support.”