Video Streaming Satisfaction Scores Slip, But Remain Higher Than Pay TV
- by Wayne Friedman , June 8, 2021
Big video streamers generally earn better consumer satisfaction scores than cable, satellite, telco and virtual pay TV services, although the scores have declined a bit versus a year ago.
A wide-ranging consumer survey looking at the top 20 premium streamers and smaller providers showed a 2.6% decline to a 74 customer satisfaction index, according to the American Customer Satisfaction Index.
Top individual services include Disney+, at a 78 index (down 3% versus 2020) and Peacock at a 71 -- the bottom of the top 20 services. There was no comparison to a year earlier, when Peacock had not yet launched.
Among other streamers, HBO Max, Hulu, Netflix and YouTube each earned a 75, while Amazon Prime Video, Apple TV, Google Play and Starz each came in at 74.
This compares to 11 pay/subscription TV services and smaller companies, which rose 1.6% to a 65 index number.
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The top pay TV provider -- AT&T U-verse -- had a 74 index, up 6% versus a year ago. At the other end, Altice USA’s Suddenlink, at 56%, saw no change versus 2020.
Satisfaction scores for internet service providers also witnessed no change -- now at a 65 index.
The study was based on interviews with 37,907 customers conducted between April 1, 2020 and March 29, 2021, with consumers being asked to evaluate recent experiences.
The ACSI study looked at “satisfaction” in four consumer segments:
*Cord-shavers -- those who cut subscription TV spending, also streaming owners
*Cord-stackers -- those streamer/pay TV owners who did not reduce spending
*Cord-cutters -- streamer owners who no longer have subscription TV
*Cord-nevers -- streamer owners who never had subscription TV
And what are the reasons for the slip?
I doubt that an overall 2-3% decline in "satisfaction" scores has any great significance. More important would be larger swings for individual services but from the numbers wayne is citing, I don't see major shifts. As far as "pay TV" is concerned I gather that individual channels such as ESPN, CNN, The Weather CH, etc. etc.. were not included?
Dan, given that the n=37,907 is across the 12 months from April 2020 to March 2021 that represents a sample of around 3,250 people per month the changes are within the expected +/-3% variance. This could very well be a 'blip' and not a 'slip'.
I'd also contend that during that time period there has been many more contenders in the video streaming market. The reported 'slip' could be seen (by the populus) as ennui .. more of the same thing.