Remember the good old days, back in… January? A.I. was barely a twinkle in the Writers Guild’s eye. Avatar 2 hadn’t yet caused its financier to sue Disney for allegedly stealing profits. And this very publication debuted its first original research study: The Official Streaming Service Hierarchy. I had a humble goal: Beyond subscribers and churn rates and ARPU, I wanted to determine brand attachment—how people actually feel about each service.
That meant enlisting The Quorum and its pollsters to interview 2,500 streaming customers, and calculating each streamer’s Net Promoter Score—i.e., asking people to rank their impression of a brand from 1-10 to determine how likely people are to evangelize about it. We also determined scores on metrics, like “trust” and “quality,” for both subscribers and those who were merely familiar with the brands. (We excluded those who weren’t familiar.) You can click here and here to read the January results, but here’s a quick summary:
1. Netflix—No. 1 in every “attachment” metric, but the company’s N.P.S. score of 49 among subscribers (the highest in the study, but well below ballast-like brands such as Starbucks or Costco) was concerning.