J.D. Power’s 2016 Streaming Video Satisfaction Study, which measures overall satisfaction among customers who have used a paid video streaming service within the past six months, has found that overall satisfaction is highest among those customers who subscribe to a traditional cable or satellite service in addition to streaming video service. Moreover, Netflix topped the streaming video services included in the study with an overall score of 829.
“The streaming video customer experience appears to be stratifying across the different subscriber segments, with pay TV service still having a major effect on the overall streaming video experience,” said Kirk Parsons, senior director and technology, media & telecom practice leader at J.D. Power.
“Part of the reason is demographics. Customers who only stream are younger than those who also have TV. Nearly two-fifths (37%) of customers who only stream are 18-34 years old, compared with 30% of those who also have TV. Notably, 52% of cord nevers are 18-34. Also, streaming-only customers are less likely to use transaction-based streaming services, which perform higher in the content measure.”
The study measured customer satisfaction by examining six key measures i.e. performance and reliability; content; cost of service; ease of use; communication; and customer service. Scores for each measure were reflected in an index based on a 1,000-point scale.
The results show that Three-fifths (60%) of streaming customers are cord stackers; 23% are cord shavers (those who still subscribe to TV but have downgraded their service package); 13% are cord cutters (those who have recently canceled TV service). Remaining 4% of customers were found to be cord nevers i.e. who have never subscribed to pay TV and only subscribe to streaming video service.
Netflix led with the highest score in five of the six measures, performing particularly well in performance and reliability and in customer service, closely followed by Hulu Plus at a score of 821, while Apple’s iTunes came in at fourth with a score of 807 and Power Rating of just ‘2’.