Streaming Media CX Index: Netflix Tops Ease of Use, HBO Now Leads in Aesthetics
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With 22 million people in the U.S. “cutting the cord,” traditional one-size-fits-all approaches to media and entertainment must change rapidly to meet and exceed the evolving expectations of savvy consumers. The subscription video on-demand (SVOD) era puts customers in the driver’s seat, cementing the customer experience (CX) as the main differentiator on which all services must compete. In this webinar, Steve Ricken, Ph.D, UX researcher at UserTesting and UserTesting’s VP Product Marketing, Michael Mace will present the findings from UserTesting’s competitive benchmarking study of the top five SVOD apps: Netflix, HBO Now, Amazon Prime, Hulu, and YouTube TV, uncovering three keys to dominating the next generation of great streaming media experiences. In this webinar, you’ll learn: How the 5 SVOD companies measure against each other Which features create frictionless viewing How a variety of content can be a key differentiator How relevant content recommendations keep customers coming back
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Streaming Media CX Index: Netflix Tops Ease of Use, HBO Now Leads in Aesthetics
- 2. Who We Are Stephen Ricken User Experience Researcher Mike Mace VP of Product Insights
- 3. Background ● An estimated 22 million Americans “cut the cord” by 2018.1 ● At least 55% of American households subscribe to Streaming Video on Demand (SVOD) services. 2 ● A competitive benchmarking study comparing the five largest SVOD services: Netflix, Amazon Prime Video, Hulu, YouTube TV, and HBO Now. 1eMarketer. https://www.emarketer.com/Article/eMarketer-Lowers-US-TV-Ad-Spend-Estimate-Cord-Cutting-Accelerates/1016463 2Deloitte. https://www2.deloitte.com/insights/us/en/industry/technology/digital-media-trends-consumption-habits-survey.html#insight-no-1-video-streaming-cro
- 4. Agenda ● What We Learned ● Overall Scores ● Recommendations ● Delivering Content ● Limited Content ● UX Factor Scores ○ Ease of Use ○ Speed ○ Credibility ○ Aesthetics ○ Delight ● Study Details
- 5. What We Learned Create relevant recommendations: Across all streaming services, 2/3 of participants did not watch recommended content because it did not relate to their tastes. Deliver fast, friction-free viewing: Often the usability for finding specific episodes and skipping to specific scenes was lacking. Limited content is a major drawback: 95% of our participants subscribed to multiple services because no service has everything.
- 6. Overall Scores 89.5 86.8 85.0 80.7 71.8 0 10 20 30 40 50 60 70 80 90 100 Netflix Hulu Amazon Prime Youtube TV HBO Now Scores Netflix scored the highest of the 5 services, and HBO Now the lowest.
- 8. Create Relevant Recommendations Only 29% of our participants said they watch recommended content. Recommendations are easy to find for most services, but… They are not relevant. Netflix Hulu
- 11. Create Relevant Recommendations Cont’d Recommendation: Make sure recommendation lists are useful. It is important to cater recommendations to users and explain why they were suggested. 89.0 87.8 87.1 82.6 16.8 0 10 20 30 40 50 60 70 80 90 100 Netflix Amazon Prime Hulu Youtube TV HBO Now Scores Find a recommended show
- 13. Finding a Show Finding a show was easy for all services. HBO Now: Shows were listed alphabetically, even in search results. 85.6 84.1 78.3 77.7 76.5 0 10 20 30 40 50 60 70 80 90 HBO Now Hulu Netflix Youtube TV Amazon Prime Scores Find a TV episode
- 14. Finding a Show Finding a show was easy for all services. HBO Now: Shows were listed alphabetically, even in search results. Amazon Prime: Content was not organized, which made it difficult to find a specific show. 85.6 84.1 78.3 77.7 76.5 0 20 40 60 80 100 HBO Now Hulu Netflix Youtube TV Amazon Prime Scores Find a TV episode
- 15. Finding a Show Finding a show was easy for all services. HBO Now: Shows were listed alphabetically, even in search results. Amazon Prime: Content was not organized, which made it difficult to find a specific show. Recommendation: The more organized and easy it is to find content, the better. 85.6 84.1 78.3 77.7 76.5 0 20 40 60 80 100 HBO Now Hulu Netflix Youtube TV Amazon Prime Scores Find a TV episode
- 16. Finding an Episode Finding an individual episode was more difficult. Netflix: Required many clicks to find the list of episodes. Also, auto-played shows added an unwelcome distraction when searching. Recommendation: Make browsing/searching for episodes straightforward. 85.6 84.1 78.3 77.7 76.5 0 20 40 60 80 100 HBO Now Hulu Netflix Youtube TV Amazon Prime Scores Find a TV episode
- 17. Finding a Scene ● 10-second scrubs work for 30- minute shows, but are time- consuming for longer length movies.
- 18. Finding a Scene ● 10-second scrubs work for 30- minute shows, but are time- consuming for longer length movies. ● Preview windows helped while scrubbing, but the static image can make it difficult to recognize a specific scene.
- 19. Finding a Scene ● 10-second scrubs work for 30-minute shows, but are time-consuming for longer length movies. ● Preview windows helped while scrubbing, but the static image can make it difficult to recognize a specific scene. ● Some services (YouTube & Hulu) played ads when participants tried to play their current scene.
- 20. Finding a Scene Recommendation: Scrubbing is important. Preview windows are helpful. ● Make scrubbing dynamic. ● Change the scrub speed for longer episodes. ● Make it easier to recognize scenes.
- 21. Finding a Scene Recommendation: Possibly add clips to the preview window or be able to search by clip.
- 22. Limited Content
- 23. Limited Content was a Major Drawback 95% of participants said they used at least 2 video streaming services. Reason: There just wasn’t enough content on a single platform. Also: content rotated too often and there were no announcements from the company itself. Recommendation: let users know what’s coming and going.
- 24. UX Factor Scores
- 25. UX Factor Scores 0 10 20 30 40 50 60 70 80 90 100 Ease of Use Speed Credibility Aesthetics Delight Scores Netflix Hulu Amazon HBO Now YouTube TV
- 26. Ease of Use Ease of Use: A participant’s ability to find information and accomplish objectives on a website or app without difficulty. Netflix: Scored highest because of how intuitive the site was and how easily participants were able to complete the tasks. 91.8 88.3 82 80.5 73 0 20 40 60 80 100 Netflix Hulu Amazon Prime Youtube TV HBO Now Ease of Use score
- 27. Ease of Use
- 28. Ease of Use Ease of Use: a participant’s ability to find information and accomplish objectives on a website or app without difficulty. Netflix: Scored highest because of how intuitive the site was, and how easily participants were able to complete the tasks. HBO Now: Scored the lowest. Besides not being able to find recommendations, participants complained about lag while scrubbing clips, leading to frustrating wait times. 91.8 88.3 82 80.5 73 0 20 40 60 80 100 Netflix Hulu Amazon Prime Youtube TV HBO Now Ease of Use score
- 29. Speed Speed: Participants’ self-described measure of how long it took them to complete the tasks. In general, speed scores were high across services. HBO Now: Some participants experienced lag, loading delays, or freezes, causing annoyance. 93.0 88.0 86.7 84.2 75.6 0 20 40 60 80 100 Netflix Amazon Prime Hulu Youtube TV HBO Now Speed score
- 30. Credibility Credibility: Participants’ level of trust in a brand after interacting with its site or app. Many of these brands are “household names,” which gives higher credibility to start. YouTube TV: Their lower score was affected by being “the new kid on the block,” so participants were unsure of the service. 96.7 94.2 93.6 93.4 88.5 0 20 40 60 80 100 Hulu Amazon Prime HBO Now Netflix Youtube TV Credibility score
- 31. Aesthetics Aesthetics: How well-designed and pleasing to the eye the website is. This is the overall “look and feel” of a website. HBO Now: Participants thought the design had a cinematic look. The website was simple, clean, and clutter-free. 97.3 96.0 95.9 90.9 87.9 0 20 40 60 80 100 HBO Now Hulu Netflix Youtube TV Amazon Prime Aesthetics score
- 32. Aesthetics
- 33. Aesthetics Aesthetics: How well-designed and pleasing to the eye the website is. This is the overall “look and feel” of a website. HBO Now: Participants thought the design had a cinematic look. The website was simple, clean, and clutter-free. Amazon Prime: Scored the lowest because the UI felt cluttered. 97.3 96.0 95.9 90.9 87.9 0 20 40 60 80 100 HBO Now Hulu Netflix Youtube TV Amazon Prime Aesthetics score
- 34. Aesthetics
- 35. Delight Delight: Participants are asked, “based on your expectations at the beginning of the test, were you disappointed or delighted by the experience?” YouTube TV: Users had high expectations because the original YouTube works well. Participants thought there were too many ads and the navigation was poor. 88.7 83.4 80.1 73.0 67.2 0 20 40 60 80 100 Netflix Hulu Amazon Prime HBO Now Youtube TV Delight score
- 36. Study Details
- 37. Study Details 500 total participants 100 per site 3 tasks 3 Likert-type scale questions per task 5 Likert-type scale questions regarding their experience Final survey questions 100 100 100 100 100
- 38. More About UserTesting CX Index Benchmarking Want to learn more? Visit the UserTesting blog (Link in Webinar Resource Center too): https://www.usertesting.com/blog/2018/05/22/streaming-media-cx-index/
- 39. Key Takeaways ● Ease of use is important. Make it easy to accomplish the main tasks (browsing for and watching shows). ● Keep recommendations relevant. ● Reduce all forms of lag.
- 40. Q&A For more information or questions please visit us at: usertesting.com/about-us/contact-us or email us at: webinars@usertesting.com
- 41. THANK YOU!
Hinweis der Redaktion
- Hello everyone, thanks for coming! I’m Steve Ricken. I’ve been a UX Researcher at UserTesting for 3 years now, covering many different studies. I’ve been involved in the CD Index series since the beginning.
- So to understand where we are coming from, we take a look at some of the previous research. eMarketer estimated that 22 million Americans had cut the cord on their cable tv providers by the end of last year, which is a lot of people who are leaving cable. This is especially due to the high monthly costs associated with cable subscriptions. And we are finding that those cord cutters (and others) are moving to Streaming Video on Demand (or SVOD) services – they are subscribing things like Netflix where you have a variety of content for a much lower monthly cost. With their popularity, we wanted to benchmark the most popular services and see how they matched up. We looked at Netflix, Amazon Prime, Hulu, Youtube TV, and HBO Now. Before this study we ran a survey of 150 people and found that these were the most popular independent subscription services. We did not look at apps like HBO Go or DirectTV Now, which require a separate subscription.
- So to understand where we are coming from, we take a look at some of the previous research. eMarketer estimated that 22 million Americans had cut the cord on their cable tv providers by the end of last year, which is a lot of people who are leaving cable. This is especially due to the high monthly costs associated with cable subscriptions. And we are finding that those cord cutters (and others) are moving to Streaming Video on Demand (or SVOD) services – they are subscribing things like Netflix where you have a variety of content for a much lower monthly cost. With their popularity, we wanted to benchmark the most popular services and see how they matched up. We looked at Netflix, Amazon Prime, Hulu, Youtube TV, and HBO Now. Before this study we ran a survey of 150 people and found that these were the most popular independent subscription services. We did not look at apps like HBO Go or DirectTV Now, which require a separate subscription.
- Scores were out of 100 points, and Netflix Netflix scored the highest with 89.5 while HBO Now the lowest at 71.8. Thinking of a curve in school, Netflix would have an A while HBO has a C. But today we aren’t here to discuss who beat who, but rather the lessons we learned in usability of these 5 similar services. There were 3 lessons to be learned from this study. Recommendations are important, most of the services have them. But we found most people don’t actually use them because the recommendations weren’t related. Finding and viewing content is obviously what these services do. So its very important that the experience is seamless and easy to use. Finally, limited content is a major drawback in all services. Almost all of our participants needed to subscribe to multiple services to satisfy their watching needs.
- We see here that the numbers were pretty close, there was less than 20 points separating the top from the bottom. . Netflix overall had the highest score, it was also considered the gold standard by participants. We heard comments such as, “I wish X did it like Netflix.” HBO Now scored well below the others, and this was mostly due to it being incredibly hard to find recommendations.
- First, let’s talk about recommendations. We had participants look for a show or movie that their service recommended to them that they’ve never watched before and would be interested in watching.
- When asked, Only 29% of our participants said they watch content that is recommended to them. That’s because the recommendations are not relevant. For the task of finding a recommendations, participants were able to find recommendations for all services except HBO. Services had a recommendation list, like Youtube’s Top Picks. Netflix had several lists, and gave a reason why the list was recommended. Like here, it says “because you watched Parks and Recs”. Hulu, on the other hand, has a descriptor “for fans of X show”… often those were not a show the participant had watched, so they were unsure why that recommendation was given to them. Going back to Netflix, while there was a reason why the show was recommended, often participants only found 1 or 2 shows they were interested in. Lists also displayed shows participants already watched through Netflix. When you are looking for a show to watch, you often don’t want to watch things you’ve already seen. HBO Now scored a 16 out of 100 because participants could not find recommendations, they were within the Search page, which was not intuitive to participants.
- When asked, Only 29% of our participants said they watch content that is recommended to them. That’s because the recommendations are not relevant. For the task of finding a recommendations, participants were able to find recommendations for all services except HBO. Services had a recommendation list, like Youtube’s Top Picks. Netflix had several lists, and gave a reason why the list was recommended. Like here, it says “because you watched Parks and Recs”. Hulu, on the other hand, has a descriptor “for fans of X show”… often those were not a show the participant had watched, so they were unsure why that recommendation was given to them. Going back to Netflix, while there was a reason why the show was recommended, often participants only found 1 or 2 shows they were interested in. Lists also displayed shows participants already watched through Netflix. When you are looking for a show to watch, you often don’t want to watch things you’ve already seen. HBO Now scored a 16 out of 100 because participants could not find recommendations, they were within the Search page, which was not intuitive to participants.
- When asked, Only 29% of our participants said they watch content that is recommended to them. That’s because the recommendations are not relevant. For the task of finding a recommendations, participants were able to find recommendations for all services except HBO. Services had a recommendation list, like Youtube’s Top Picks. Netflix had several lists, and gave a reason why the list was recommended. Like here, it says “because you watched Parks and Recs”. Hulu, on the other hand, has a descriptor “for fans of X show”… often those were not a show the participant had watched, so they were unsure why that recommendation was given to them. Going back to Netflix, while there was a reason why the show was recommended, often participants only found 1 or 2 shows they were interested in. Lists also displayed shows participants already watched through Netflix. When you are looking for a show to watch, you often don’t want to watch things you’ve already seen. HBO Now scored a 16 out of 100 because participants could not find recommendations, they were within the Search page, which was not intuitive to participants.
- Just because you have a list of recommendations, does not mean they are useful. It is important to cater recommendations to users and tell them why they are receiving those recommendations. Also think of why users would want recommendations – they are looking for something new and interesting to watch.
- Next, let’s talk about the service of delivering content.
- We gave participants 2 tasks: find an episode of a recently watched show that’s memorable. Then, watch the scene. Finding a show was the easy part. HBO scored the highest on this task. Shows were organized very well, because things were alphabetically listed, even search results. Amazon and Youtube scored lower because content wasn’t organized, it took more time to find a show they were specifically looking for. Youtube also had the issue where Youtube clips and Youtube TV episodes were listed together, making it harder to discern one from the other.
- We gave participants 2 tasks: find an episode of a recently watched show that’s memorable. Then, watch the scene. Finding a show was the easy part. HBO scored the highest on this task. Shows were organized very well, because things were alphabetically listed, even search results. Amazon and Youtube scored lower because content wasn’t organized, it took more time to find a show they were specifically looking for. Youtube also had the issue where Youtube clips and Youtube TV episodes were listed together, making it harder to discern one from the other.
- We gave participants 2 tasks: find an episode of a recently watched show that’s memorable. Then, watch the scene. Finding a show was the easy part. HBO scored the highest on this task. Shows were organized very well, because things were alphabetically listed, even search results. Amazon and Youtube scored lower because content wasn’t organized, it took more time to find a show they were specifically looking for. Youtube also had the issue where Youtube clips and Youtube TV episodes were listed together, making it harder to discern one from the other.
- Finding an episode was trickier. Netflix users have several clicks before they can view an episode list. Clicking on a show automatically plays it, so there is the distraction of the show playing while you try to find an episode. For finding an episode – make it easy to browse or search for specific episodes. Participants suggested an episode title search, but I would find that difficult for people to know titles. Maybe contextual search like cable providers are looking into where you can search by famous lines.
- Scrubbing is when a user drags their finger or mouse over a timeline in order to fast forward or rewind. Easier: This could be short clips in the preview window or quicker loading of scenes.
- Scrubbing is when a user drags their finger or mouse over a timeline in order to fast forward or rewind. Easier: This could be short clips in the preview window or quicker loading of scenes.
- Scrubbing is when a user drags their finger or mouse over a timeline in order to fast forward or rewind. Easier: This could be short clips in the preview window or quicker loading of scenes.
- Scrubbing is when a user drags their finger or mouse over a timeline in order to fast forward or rewind. Easier: This could be short clips in the preview window or quicker loading of scenes.
- Scrubbing is when a user drags their finger or mouse over a timeline in order to fast forward or rewind. Easier: This could be short clips in the preview window or quicker loading of scenes.
- Next, we are going to talk about limited content.
- 95% of participants said they used at least 2 video streaming services. While participants did like the amount of content that was available to them for each service, they needed to subscribe to multiple services in order to get what they wanted. When your work buddies are all talking about Game of Thrones, but you don’t subscribe to HBO, you feel you are missing out. Another issue was that content changes on a monthly basis, and while its usually easy to find whats new (they get advertised) its difficult to know what’s leaving. Participants mentioned having to go to 3rd party websites to see updates.
- Here’s what these are, how they are measured, how they work.
- As a user scrolls down the list, hovering over a show brings up more information. Here, our participant has watched That 70s show, so it shows the episode they were last watching, where they are in the episode, and a large play button. This, among other interactions, made it easy for participants to complete the tasks on Netflix.
- Talk about HBO.
- HBO Now: Highest ranked, participants thought the design had a cinematic look, but was simple, clean, and clutter-free.
- Amazon Prime: Scored the lowest because the UI felt cluttered and colors were dull.
- Amazon Prime: Scored the lowest because the UI felt cluttered and colors were dull.
- Amazon Prime: Scored the lowest because the UI felt cluttered
- Before the study, we asked what people used as their primary device. Desktop was #1.
- Before the study, we asked what people used as their primary device. Desktop was #1.