Instant video service Amazon Prime closed a deal with EPIX this week that gives the streaming service a larger variety of new releases and other movie titles, meaning that it may be able to offer some tougher competition to similar services like Netflix. How do American consumers feel about their current instant video options? And would more variety actually get many consumers to reconsider their options?
In Ask Your Target Market’s latest survey, 30% of consumers said they currently subscribe to an instant video service like Netflix or Amazon Prime. Another 15% said they have subscribed to a video streaming service in the past. And 56% said they have never subscribed to a video streaming service.
Of those who don’t subscribe to a streaming service, just 8% said it’s because they feel like there’s a lack of variety or content available. 17% said lack of variety somewhat impacted their decision to not subscribe to streaming services. But 75% of those who don’t subscribe to Netflix or similar services said that lack of available titles played no part in their decision. Of those who have subscribed to video streaming services in the past, however, 17% said that lack of variety is the reason they no longer subscribe. And 31% said that lack of variety had some impact on their decision to cancel their subscription.
Although the new deal between EPIX and Amazon Prime was just announced, Netflix is still the clear favorite among American consumers. 88% of those who subscribe to a streaming service said they subscribe to Netflix. 25% said they subscribe to Amazon Prime. 16% subscribe to Hulu+. And just 5% subscribe to different video streaming services.
Overall, 26% of subscribers said they are very satisfied with the variety of movies available for streaming. 50% said they are somewhat satisfied with the variety of movies available. 18% said they are somewhat unsatisfied with the variety of movies available. And just 3% said they are very unsatisfied.
But most video streaming services offer more than just movies. 31% of subscribers said they are very satisfied with the variety of TV shows, specials, and other content available for streaming. 51% said they are somewhat satisfied. 14% said they are somewhat unsatisfied. And just 1% said they are very unsatisfied with the variety of other content available for streaming. Currently, Netflix subscribers are slightly more likely to express satisfaction with the variety available for streaming, and Amazon Prime users were less likely to be satisfied with the titles available.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
Photo Credit: Amazon Prime instant video on the Roku
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on September 4 via AYTM’s online survey panel.