Hub Entertainment Research tracks how technology impacts consumers. Its latest study, “Evolution of Video Branding,” conducted in February with 2,105 U.S. TV users 16-74, found interesting results for streamers.
One of the key questions was what network/content distributor consumers would keep if their choices were limited. Four in 10 cited Netflix as an important TV source (39%), ranking the streaming 11 points higher than second-place CBS (28%). That finding breaks down along demographic lines.
Netflix proved essential for younger viewers 16-34, with 53% citing Netflix first by a wide margin. In second and third place: Hulu at 26% and newcomer Disney+ at 25%.
Conversely, Hub found those ages 35 and older cited broadcast networks CBS, NBC, ABC as their top three sources, with Netflix slightly behind their second and third choices, 35% vs. 32%, respectively.
Why is Netflix popular?
One big reason is its production of original shows. Some 57% of overall viewers say that label makes a show more interesting to watch. Moreover, 23% of those polled think Netflix streams the best original shows, surpassing Amazon Prime Video, (6%). In fact, having a proposed original show associated with Netflix upped viewer interest over Fox, CBS and HBO.
Still, consumers are loath to assign any one network as having a significant impact on their viewing. While 25% say it has a strong impact, 22% say the network makes little or no difference, the study found.
“When it comes to viewing decisions, the impact of ‘brand image’ is a lot like the impact of advertising,” stated Peter Fondulas, principal at Hub and co-author of the study. He noted that while most consumers reject the idea that any particular network influences their decision, “these results demonstrate that brand perceptions play a key role in helping viewers navigate today’s vast TV landscape and decide which shows are at least worth a try.”
The top five outlets cited for which brand produces the best original shows:
- Netflix: 23%
- Amazon Prime Video: 6%
- ESPN: 6%
- CBS: 5%
- HBO: $5
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