Customer satisfaction with streaming video services: consumer survey

26 January 2024 | Research

Martin Scott

Survey report | PPTX and PDF (11 slides); Excel | Video, Gaming and Entertainment


"Netflix’s dominance is being challenged by Amazon and Disney+, and YouTube Premium outperforms on NPS."

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At the global level, our survey of 21 000 consumers worldwide shows that streaming video is still dominated by Amazon Video, Disney+ and Netflix. Despite the same players dominating year-on-year, the market context in which these players operate has changed. Subscriber growth has stalled, and players must increase prices, promote ad tiers and consider further diversification.

Topics analysed

  • How the take-up of services from Amazon Video, Disney+ and Netflix and other players varies by country
  • How satisfied customers of streaming video services are, as well as what the Net Promoter Score (NPS) is for the major players
  • How tolerant consumers are with price rises for streaming video, and what the risks are of them downgrading or cancelling services
  • How ad-funded tiers and free advertising supported streaming television (FAST) will affect the future take-up of paid-for streaming video
  • What diversification options are available to streaming players

Survey data coverage

The survey was conducted in association with Dynata between July 2023 and August 2023. The survey groups were chosen to be representative of the internet-using population in selected countries around the world. We set quotas on age, gender and geographical spread to that effect. There were at least 1000 respondents per country.

Geographical coverage

  • Western Europe (WE): France, Germany, Ireland, Italy, Norway, Spain, Sweden and the UK
  • Central and Eastern Europe (CEE): Poland and Turkey
  • North America (NA): Canada and the USA
  • Developed Asia–Pacific (DVAP): Australia and New Zealand
  • Emerging Asia–Pacific (EMAP): Malaysia
  • Sub-Saharan Africa (SSA): South Africa

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