Streaming video companies make investments closely in expertise to enhance their capacity to indicate customers a set of customized suggestions about what to what subsequent. However in accordance with a brand new analysis research launched at this time by UserTesting, it appears that evidently customers aren’t watching a lot really useful content material – in actual fact, solely 29 % of the research’s contributors mentioned they really watched one thing the service really useful.
On some companies, these figures have been extraordinarily low – for instance, solely 6 % of HBO NOW customers mentioned they watched really useful content material.
That’s most likely as a result of customers discovered it troublesome to find HBO NOW’s suggestions within the first place. The service was given a low 16.8 “buyer expertise” rating on this entrance, the research says. That’s a a lot decrease rating than all different companies analyzed, together with Netflix, Amazon Prime Video, Hulu and YouTube TV – all of which had scores within the 80’s. (See first chart, under).
To be honest, HBO NOW doesn’t actually do suggestions in the identical manner because the others.
Its app provides a “Featured” choice of content material for all customers, and, should you scroll down additional, there are a few editorial collections, like “Important HBO” or “14 Hidden Gems You Missed the First Time.” A separate “Collections” part contains extra of those ideas, like “New Films,” “Simply Added,” “Final Probability” and others.
The shortage of customized, simply situated suggestions additionally impacted HBO NOW’s general rating within the UserTesting research, which rated the companies throughout quite a lot of metrics together with availability of content material, friction-free viewing, ease of scrubbing and episode scanning, and different components. HBO NOW was additionally was dinged by survey respondents for lagging, freezing and buffering points, although they mentioned they appreciated its clear design.
Netflix’s general rating was 89.5, making it the highest-rated streaming service amongst these analyzed because of having essentially the most related suggestions, general excessive ease-of-use, and a speedy service. It was adopted by Hulu (86.8), Amazon Prime (85), YouTube TV (80.7), after which HBO NOW (71.8).
Coincidentally, Netflix additionally simply beat HBO in a survey associated to consumer appreciation for original programming, put out by Morgan Stanley. 39 % of respondents in that survey mentioned Netflix had the “finest authentic programming” in contrast with HBO’s second place rank of 14 %.
UserTesting’s research additionally backed up earlier analysis from Deloitte, because it discovered that subscription video prospects are having to subscribe to a couple of service with a purpose to discover all of the content material they need to watch.
Greater than half mentioned they subscribe to no less than two apps. For instance, 90 % of HBO NOW prospects additionally subscribed to Netflix, whereas 80 % subscribed to Amazon Prime.
The research moreover discovered that a lot of viewing (45%) takes place on TV or by way of streaming media units like Roku, Apple TV, or Amazon Hearth TV. 37 % most popular laptops, and 11 % mentioned their smartphone or pill was their major streaming gadget. For some companies, TV viewing is even increased – Hulu recently said that almost all – 78 % – takes place on TVs.
UserTesting’s research concerned 500 subscription video prospects, 74 % of whom mentioned they watched streaming media each day. The full report is available here.