Streaming video providers make investments closely in know-how to enhance their capacity to indicate customers a set of customized suggestions about what to what subsequent. However in response to a brand new analysis examine launched in the present day by UserTesting, evidently customers aren’t watching a lot advisable content material – in truth, solely 29 p.c of the examine’s members mentioned they really watched one thing the service advisable.
On some providers, these figures had been extraordinarily low – for instance, solely 6 p.c of HBO NOW customers mentioned they watched advisable content material.
That’s most likely as a result of customers discovered it troublesome to find HBO NOW’s suggestions within the first place. The service was given a low 16.eight “buyer expertise” rating on this entrance, the examine says. That’s a a lot decrease rating than all different providers analyzed, together with Netflix, Amazon Prime Video, Hulu and YouTube TV – all of which had scores within the 80’s. (See first chart, under).
To be truthful, HBO NOW doesn’t actually do suggestions in the identical means because the others.
Its app affords a “Featured” collection of content material for all customers, and, should you scroll down additional, there are a few editorial collections, like “Important HBO” or “14 Hidden Gems You Missed the First Time.” A separate “Collections” part consists of extra of those recommendations, like “New Films,” “Simply Added,” “Final Probability” and others.
The shortage of customized, simply situated suggestions additionally impacted HBO NOW’s general rating within the UserTesting examine, which rated the providers throughout quite a lot of metrics together with availability of content material, friction-free viewing, ease of scrubbing and episode scanning, and different elements. HBO NOW was additionally was dinged by survey respondents for lagging, freezing and buffering points, although they mentioned they appreciated its clear design.
Netflix’s general rating was 89.5, making it the highest-rated streaming service amongst these analyzed resulting from having essentially the most related suggestions, general excessive ease-of-use, and a speedy service. It was adopted by Hulu (86.eight), Amazon Prime (85), YouTube TV (80.7), after which HBO NOW (71.eight).
Coincidentally, Netflix additionally simply beat HBO in a survey associated to client appreciation for unique programming, put out by Morgan Stanley. 39 p.c of respondents in that survey mentioned Netflix had the “greatest unique programming” in contrast with HBO’s second place rank of 14 p.c.
UserTesting’s examine additionally backed up earlier analysis from Deloitte, because it discovered that subscription video prospects are having to subscribe to a couple of service so as to discover all of the content material they need to watch.
Greater than half mentioned they subscribe to at the least two apps. For instance, 90 p.c of HBO NOW prospects additionally subscribed to Netflix, whereas 80 p.c subscribed to Amazon Prime.
The examine moreover discovered that a lot of viewing (45%) takes place on TV or by way of streaming media gadgets like Roku, Apple TV, or Amazon Fireplace TV. 37 p.c most well-liked laptops, and 11 p.c mentioned their smartphone or pill was their main streaming gadget. For some providers, TV viewing is even greater – Hulu lately mentioned that almost all – 78 p.c – takes place on TVs.
UserTesting’s examine concerned 500 subscription video prospects, 74 p.c of whom mentioned they watched streaming media day by day. The complete report is accessible right here.
Supply hyperlink – https://techcrunch.com/2018/05/21/subscription-video-services-recommendations-arent-working-study-says/