▼ Scroll to Site ▼

Why Netflix Is Winning—and How Hulu and Amazon Prime Can Catch Up

Article Featured Image

Netflix is clearly the dominant subscription video-on-demand service, but why is it so far ahead of the competition? To find out, consumer insights firm iModerate questioned 2,500 U.S. viewers and found they have a far rosier perception of Netflix than Hulu or Amazon Prime.

Not only do respondents enjoy Netflix programming, they see it as a true pay TV disrupter, able to replace cable or satellite service all by itself: 20 percent believed Netflix could replace other video viewing options. Many predicted it would set a new standard for affordable, on-demand video.

Variety of content is Netflix's biggest asset, iModerate found, with people praising its range of movies, TV shows, and originals. Many of those surveyed enjoyed spending a day binge-watching, either alone or with friends.

While those in the industry might see Netflix, Hulu, and Amazon Prime as more alike than different, the public-at-large doesn't. Respondents were turned off by Hulu's commercials, believing that paid subscribers shouldn't have to sit through commercial interruptions. They see Hulu more as a catch-up service for network TV shows. For Amazon Prime, they don't see any differentiator at all, unsure of what makes it valuable. Many respondents spoke about the free two-day shipping when asked about Amazon Prime. Viewers who had tried Amazon Prime Instant Video called it slow, annoying, and short on value.

The full study is available for free download (registration required)

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Amazon Prime Will Add Other Streaming Services, Says Bloomberg

As early as December, Amazon Prime customers will be able to sign up for other streaming video services from within their Prime accounts.

Amazon Prime Instant Video Will Complete With Netflix in Japan

It's a price war in the Pacific, with Amazon Prime Instant Video selling for half of Netflix's lowest-priced tier.

Netflix Announces Partnership With SoftBank for Japan Launch

The SoftBank Group will help Netflix make an entrance by offering streamlined sign-up and billing to its customers.

Netflix Adds Video Previews to Interface in TV Application Update

When Netflix Subscribers click on a title for more information, they'll see a video preview so they know exactly what they're getting.

Netflix Is the #3 Broadcaster in the U.S., Will Be #1 in 2016

While Netflix has been the biggest name is SVOD since its online debut, its momentum will soon make it the country's biggest broadcaster.

Amazon Increasing Original Program Budget to Compete With Netflix

Original series and movies are proving crucial for video-on-demand services, so Amazon is doubling down from its $1.3B 2014 budget.

Netflix Debuts Access Improvements for the Visually Impaired

A homepage link now lets visually impaired subscribers discover TV shows and movies that have an audio narration track.

Netflix Looks to China for Expansion, Calls Plans Modest

The world's most populous country is an attractive target for Netflix, yet the streamer faces unique hurdles before it can begin offering service.