You won’t struggle at all if you are looking to subscribe to a pay-tv streaming platform nowadays. With tens of streaming services available, the customer has an option to subscribe to as many services as he likes. So, which one is the most favored and why…let’s examine this!
How does HBO treat its customers?
According to the author Travis Clark in his article “Netflix is the most essential streaming service, yet HBO Max leads in customer satisfaction,” a survey including 3,960 Pay-TV users in the US was done by “Whip Media.” It explains the importance of original content and library to the subscribers. The survey took place for 4 days and weighed the results to reflect the American population by age and gender.
The results ranked Netflix as No.1 in terms of which platform the respondents will decide to keep if they had to choose one only (51%). However; HBO Max is here 1st in customer’s satisfaction followed by Netflix and Disney+. The percentages of the two are equal; 46%.
Author Clark continues to explain HBO Max’s situation. He believes that despite the fact HBO Max is still new compared to the rest, it managed to strike a couple of good deals that boosted their number of subscribers. So, despite HBO’s removal from Amazon’s Channels feature, and the fact that the audience can no longer subscribe to HBO Max through Amazon, the brand is now offering a discount of 50% for Amazon users when they subscribe to HBO Max. This happened in order for the brand to make up for the 5 million customers the brand lost. Another point is that HBO Max has a very important competitive advantage, which is screening movies at the same time they are being shown in theatres.
So…what does that mean?
The survey done by Whip Media also showed that around 92% of the respondents believed that the library content (licensed series and movies) is more important than the original content. This shows that even though media companies are putting a lot of effort to improve their production skills, customers still believe that the library content can alone be attractive enough for them to subscribe.
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Works Cited –
Clark, T. (2021, September 21). Netflix is the most essential streaming service, but HBO Max leads in customer satisfaction. Business Insider France. https://www.businessinsider.fr/us/netflix-is-the-most-essential-streaming-service-survey-data-2021-9
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