Customer satisfaction with streaming video services: consumer survey

18 April 2023 | Research

Martin Scott

Survey report | PPTX and PDF (15 slides); Excel | Video, Gaming and Entertainment

"Netflix has greater latitude to continue to increase the price of its services in developed countries because both NPS and penetration are high, but this must be put in the context of inflation and the increased cost of living in 2022 and 2023."


At the global level, streaming video is dominated by Amazon, Disney+ and Netflix. Despite the fact that that the same players continue to dominate year-on-year, the market context in which these players operate has changed significantly in 2022: subscriber growth is stalling and players must increase prices, introduce advertising tiers and consider further diversification.

Topics analysed

  • How the take-up Amazon Video, Disney+ and Netflix, and other players vary 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 risk is 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 streaming players have 

Survey data coverage

The survey was conducted in association with Dynata between August 2022 and September 2022. 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 and the Philippines
  • Sub-Saharan Africa (SSA): South Africa

Please also see our companion report Streaming video opportunities for operators: consumer survey and related article Netflix is cutting prices, but streaming video providers must pursue various tactics beyond price.


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