Apple TV+ rated America's least popular SVOD platform | Media Analysis | Business
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Streaming may be surging but the rising tide is not raising all of the various services as highly as others with Apple TV+ in particular attracting criticism for the quality of its offer according to research from Flixed.
Flixed 26Aug2020
In its survey, the cord-cutting tools and resources developer surveyed 1,273 people who used paid video platforms. Survey quotas were used to ensure a sufficient sample size of respondents who used and preferred each streaming platform were included.

Fundamentally the study showed that half of streamers use at least three or more paid video platforms, averaging three hours or more watching content at least five days per week.

Not surprisingly, Netflix was the most popular streaming platform among people polled, with 83% of respondents reported using the service. Around the world, 16 million people signed up for Netflix in the first quarter of 2020, twice the number of new subscribers picked up in the last quarter of 2019. In the survey, Netflix scored top marks for the best content quality (89%), content variety (88%), user interface (85%), and viewing recommendations (69%).

With the exception of Disney+ (2.7 hours), users with Netflix, Apple TV+, Hulu, or cable TV spent three hours or more watching content every single day. Cable TV earned the most weekly usage (over 6 days), followed by Netflix and Hulu (5.5 days), on average.

Even though the study showed that many people would pay for three (or more) different streaming platforms, Flixed noted that not all content was created equally. In addition to being the most popular streaming service, Netflix users considered the product to have the best quality content, variety of options, and overall user interface. Netflix was also the preferred platform among both all respondents and users of each platform, while Hulu, Disney+ and Apple TV+ were all less likely to be preferred over cable TV programming.

Yet despite the massive shift to streaming, more people preferred cable TV than Disney+ and Apple TV+ combined and along with Netflix, Hulu (51%) and Disney+ (44%) were both more popular than cable TV. The survey showed that Apple TV+ was the one streaming platform that failed to garner more popularity than cable programming.

With only 57% of users finding it easy to explore new content, Apple TV+ users spend the most time, 16 minutes, deciding what to watch on average. The survey showed that compared with the other leading SVOD services, Apple TV+ is seen as having the worst quality content (60%), the least amount of variety (64%) and the most unfriendly user interface (64%). Just 60% of users satisfied with the tech giant’s streaming service overall.

By comparison, 91% of users were satisfied with Netflix as a streaming platform, followed by Hulu (80%), Disney+ (78%), and cable TV (67%). Moreover, 89% of users voted Netflix as having high content quality, and 88% of users indicated Netflix had a satisfying variety in their library of movies and shows. While Hulu and Disney+ were tied in the quality of their content (84%), users were eight percentage points more likely to vote Hulu as having sufficiently diverse offerings.

More positively for Apple TV+, the Flixed study found that its users, and those of Disney+. were least likely to discover an absence of good options when browsing. Nealy half (47%) of people felt there was nothing to watch when browsing Netflix at least once, and another 33% had previously discovered something that looked bad but were willing to watch anyway. More than any of the streaming platforms, 68% of people had felt there was nothing worth watching on cable TV, and 64% of people admitted to turning off cable TV while browsing and switching to an alternate platform.