Streaming Services Industry Tracker

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January 09 - February 03, 2023

1 Executive Summary

The Verasight Industry Tracker provides an overview of different industries to identify key insights as brand familiarity, use and Net Promoter Score. For the Streaming Services Industry Tracker Verasight surveyed 2,875 respondents from the Verasight Community.

Key Insights

Note: Familiarity with each brand is asked to all respondents, while use and trust for a specific brand is asked only to respondents who are familiar with that brand.

Note: Familiarity with each brand is asked to all respondents, while use and trust for a specific brand is asked only to respondents who are familiar with that brand.

Note: The number of responses per brand varies as the NPS is only asked for respondents that have used each brand. The NPS is calculated by subtracting the percentage of detractors from the percentage of promoters

2 Consumer Profile

2.1 Netflix

2.2 Discovery +

2.3 Paramount+

2.4 Amazon Prime Video

2.6 HBO Max

2.7 Disney+

2.8 Apple TV+

2.9 Peacock

3 Familiarity

Which of the following streaming services have you heard of? Select all that apply. (N = 2,875)
Item Selected
Netflix 86%
Amazon Prime Video 78%
Hulu 74%
Disney+ 74%
Peacock 67%
HBO Max 67%
Paramount+ 66%
Apple TV+ 64%
Discovery+ 62%

3.1 Crosstabs

Gender

Response Male Female
Netflix 83% 88%
Amazon Prime Video 76% 81%
Hulu 70% 78%
Disney+ 68% 79%
HBO Max 64% 69%
Apple TV+ 63% 65%
Paramount+ 61% 69%
Peacock 61% 73%
Discovery+ 60% 65%

Generation

Response Gen Z Millennials Gen X Baby Boomers Silent Gen
Netflix 88% 82% 84% 88% 100%
Amazon Prime Video 80% 70% 81% 84% 91%
Disney+ 74% 65% 76% 80% 91%
Hulu 72% 64% 77% 83% 94%
Apple TV+ 67% 59% 66% 68% 66%
HBO Max 60% 58% 72% 74% 78%
Peacock 57% 54% 74% 80% 72%
Discovery+ 55% 54% 68% 70% 71%
Paramount+ 53% 55% 74% 75% 71%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
Netflix 82% 89% 87%
Amazon Prime Video 75% 83% 79%
Hulu 73% 80% 71%
Disney+ 72% 79% 72%
Peacock 67% 73% 63%
Paramount+ 64% 70% 64%
HBO Max 62% 71% 68%
Apple TV+ 57% 67% 70%
Discovery+ 57% 66% 66%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
Netflix 86% 87% 81% 85%
Hulu 78% 75% 70% 67%
Amazon Prime Video 77% 81% 79% 74%
Disney+ 75% 75% 70% 72%
Peacock 71% 68% 61% 62%
Paramount+ 69% 65% 61% 65%
HBO Max 67% 67% 64% 67%
Discovery+ 61% 63% 61% 65%
Apple TV+ 58% 66% 71% 73%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
Netflix 87% 81% 86%
Amazon Prime Video 78% 72% 82%
Disney+ 73% 68% 77%
Hulu 73% 72% 77%
HBO Max 68% 61% 68%
Apple TV+ 66% 56% 66%
Paramount+ 65% 62% 68%
Peacock 65% 64% 71%
Discovery+ 62% 50% 68%

4 Subscription

Which of the following streaming services do you or a family member subscribe to? Select all that apply. (N = 2,826)
Item Selected
Netflix 70%
Amazon Prime Video 52%
Hulu 38%
Disney+ 31%
Peacock 27%
HBO Max 26%
Paramount+ 25%
Apple TV+ 14%
Discovery+ 14%

4.1 Crosstabs

Gender

Response Male Female
Netflix 70% 70%
Amazon Prime Video 50% 54%
Hulu 34% 41%
HBO Max 28% 25%
Disney+ 28% 33%
Peacock 25% 29%
Paramount+ 23% 26%
Apple TV+ 16% 13%
Discovery+ 15% 13%

Generation

Response Gen Z Millennials Gen X Baby Boomers Silent Gen
Netflix 78% 70% 68% 67% 83%
Amazon Prime Video 48% 47% 56% 53% 65%
Hulu 44% 41% 42% 30% 26%
Disney+ 38% 38% 33% 19% 17%
HBO Max 26% 32% 31% 18% 17%
Apple TV+ 23% 22% 10% 6% 10%
Paramount+ 17% 25% 31% 22% 29%
Peacock 16% 28% 34% 28% 12%
Discovery+ 9% 19% 15% 10% 9%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
Netflix 65% 71% 75%
Amazon Prime Video 47% 56% 54%
Hulu 36% 39% 39%
Peacock 30% 26% 25%
Paramount+ 26% 24% 24%
Disney+ 26% 30% 36%
HBO Max 22% 24% 33%
Apple TV+ 11% 9% 23%
Discovery+ 10% 12% 21%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
Netflix 66% 72% 72% 76%
Amazon Prime Video 46% 56% 51% 59%
Hulu 37% 36% 40% 42%
Peacock 31% 25% 24% 28%
Paramount+ 27% 23% 21% 29%
Disney+ 25% 31% 36% 41%
HBO Max 20% 27% 31% 39%
Discovery+ 10% 13% 19% 26%
Apple TV+ 6% 13% 24% 33%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
Netflix 74% 67% 66%
Amazon Prime Video 52% 48% 53%
Hulu 39% 38% 36%
Disney+ 35% 25% 28%
HBO Max 31% 23% 22%
Peacock 25% 25% 31%
Paramount+ 23% 26% 26%
Apple TV+ 18% 11% 12%
Discovery+ 15% 6% 17%

5 Favorite

Which of the following streaming services is your favorite? Select all that apply. (N = 2,692)
Item Selected
Netflix 44%
Amazon Prime Video 25%
Hulu 18%
Disney+ 14%
HBO Max 13%
Paramount+ 11%
Peacock 10%
Apple TV+ 7%
Discovery+ 7%

5.1 Crosstabs

Gender

Response Male Female
Netflix 44% 43%
Amazon Prime Video 25% 26%
Hulu 17% 20%
HBO Max 16% 10%
Disney+ 13% 15%
Paramount+ 10% 11%
Peacock 10% 9%
Apple TV+ 9% 6%
Discovery+ 7% 6%

Generation

Response Gen Z Millennials Gen X Baby Boomers Silent Gen
Netflix 56% 54% 42% 30% 46%
Hulu 25% 23% 20% 11% 5%
Disney+ 21% 21% 12% 5% 3%
Amazon Prime Video 20% 26% 26% 25% 22%
HBO Max 14% 19% 13% 6% 5%
Paramount+ 9% 13% 13% 8% 8%
Apple TV+ 9% 14% 4% 2% 4%
Discovery+ 6% 11% 7% 4%
Peacock 3% 13% 12% 7% 1%

Education

Response HS or less Some college/2-yr degree 4-yr/post-graduate degree
Netflix 38% 42% 52%
Amazon Prime Video 24% 24% 27%
Hulu 20% 18% 17%
Disney+ 12% 11% 18%
Paramount+ 11% 10% 11%
HBO Max 11% 11% 16%
Peacock 10% 8% 10%
Apple TV+ 6% 2% 12%
Discovery+ 6% 4% 10%

Income

Response < $50,000 $50,000-$99,999 $100,000 - $149,999 > $150,000
Netflix 37% 46% 49% 54%
Amazon Prime Video 23% 25% 27% 32%
Hulu 19% 17% 17% 22%
Peacock 11% 8% 8% 13%
Disney+ 10% 14% 16% 24%
Paramount+ 10% 9% 11% 17%
HBO Max 8% 13% 16% 22%
Discovery+ 5% 5% 7% 17%
Apple TV+ 3% 6% 13% 16%

Party ID

Response Dem/lean Dem Ind Rep/lean Rep
Netflix 53% 36% 37%
Amazon Prime Video 25% 18% 28%
Hulu 20% 17% 18%
HBO Max 17% 8% 10%
Disney+ 16% 11% 13%
Paramount+ 10% 9% 12%
Peacock 9% 8% 10%
Apple TV+ 8% 7% 6%
Discovery+ 7% 4% 8%

6 NPS

On a scale from 0-10, how likely are you to recommend each of the following to a friend or family member? Note: A 0 indicates not at all likely and a 10 indicates extremely likely.
Brand Detractor Passive Promoter NPS N
Netflix 14% 24% 62% 48 1876
Discovery+ 13% 29% 58% 45 517
Paramount+ 16% 28% 56% 40 763
Hulu 17% 29% 54% 37 1147
HBO Max 15% 33% 52% 37 865
Amazon Prime Video 17% 29% 54% 37 1467
Disney+ 18% 28% 54% 36 999
Apple TV+ 19% 29% 51% 33 486
Peacock 25% 31% 44% 19 793

7 Survey Details

The January 2023 Verasight’s Streaming Services Industry Tracker Survey was conducted by Verasight from January 09 - February 03, 2023. The sample size is 2,875 respondents. All respondents were recruited from an existing Verasight panel, composed of individuals recruited via both address-based probability sampling and online advertisements.

The data are weighted to match the Current Population Survey on age, race/ethnicity, sex, income, education, region, and metropolitan status, as well as to population benchmarks of partisanship and 2020 presidential vote. The margin of error, which incorporates the design effect due to weighting, is +/- 2.5%.

To ensure data quality, the Verasight data team implemented a number of quality assurance procedures. This process included screening out responses corresponding to foreign IP addresses, potential duplicate respondents, potential non-human responses, and respondents failing attention and straight-lining checks.

 
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