Warner Bros. Discovery’s Max platform has the highest overall satisfaction rating among customers of subscription streaming services in the United States, according to results from Whip Media’s 2023 Streaming Satisfaction Report.
Max (formerly known as HBO Max) also topped Whip Media’s study last year, and although it fell 6 points (out of 100) this year to 88% (from 94% in 2022), it was enough to surpass Hulu in Disney, which came in second place, and Disney+, which came in third place in the ranking.
Whip Media, an entertainment data and analytics provider, compiled the rankings of thousands of American adults in a ranking of streaming platforms that sees the giant in the field: Netflix, which ranked second overall in 2021 in the survey by Whip Media, fell to fourth place in 2022, and this year continued to fall in overall satisfaction, ranking in sixth place in 2023.
Why does this happen? While Netflix ranks first in both user experience and suggested programming, for its subscribers, it ranks last in perceived value. That is, a good interface, a lot of titles on offer, but ultimately unsatisfactory. Content is still king, and Max (ex HBO) is the one who understands it best, with productions that usually win in critics and awards, but also in the fundamental word of mouth among the public.
Netflix, founded and run by Reed Hastings, remains the most indispensable service (it wins in the percentage of respondents who say they would keep the app on the TV if they could only have one), but by an increasingly narrow margin: in 2023, the 27% chose Netflix as the only service they would keep, compared to 41% in 2021.
Overall, Whip Media’s 2023 survey found that satisfaction among top-tier streaming platforms (Netflix, Disney+ and Max) is declining, while mid-tier services (Apple TV+, Hulu, Peacock, Prime Video Amazon and Paramount+) increased in overall satisfaction due to improvements in content quality, variety, and product value.
Apple TV+ ranks fourth in overall satisfaction among subscribers, increasing 5 points from last year to 81%. And NBC Universal’s Peacock showed the biggest increase in overall satisfaction, growing 6 points to 74%, driven by strong subscriber reception to the quality of its original content. Still, Peacock is tied with Prime Video for lowest in overall satisfaction; both services have a score of 74%.
Max also leads satisfaction among streaming services for the quality of original content, variety and perceived value of the service. Prime Video and Hulu are tied at 88% as the services respondents ranked most likely to keep. And Peacock and Apple TV+ lead the biggest year-over-year gains in platform value, each adding 5 points. Overall, both saw improvements in all survey categories, including satisfaction, quality and variety of original series, library and movies; user experience; program recommendations, platform value, and likelihood of preservation and indispensability.
Finally, on the Paramount+ side, the film offering particularly resonated with its subscribers with respect to the quality and variety of films, which increased 9 points and 6 points, respectively.
You may also like
by RN
