Video-on-Demand brands

Video-on-Demand brand rankings in the U.S.

Netflix and Amazon Prime Video are leading the brand usage and customer loyalty rankings, while the former also takes the top spot in brand awareness. Hulu has a loyal customer base, and Peacock is one of the top five in usage share.
Sharing is caring. Well, not exactly according to Netflix. The online streaming giant started 2023 with the major announcement that it is going to crack down on password sharing outside of the same household in order to attract new users. This might be a bummer for your Netflix and chill plans. Such a controversial move might also end up adding new subscribers to other steaming services. This might be good news for Amazon Prime Video, Hulu, and Disney+, as all of these platforms are in a continuous battle to become the most popular VoD service in the U.S.

Insights

Netflix and Hulu lead in brand awareness
Max (HBO Max) has a brand awareness of 87 %
88 % of users are likely to use Amazon Prime Video again

Brand awareness

Netflix and YouTube lead the awareness ranking in the U.S.

The established VoD services are also the most well-known in the United States., including Netflix, Hulu, and Disney+, as U.S. online consumers are well-aware of the biggest names in the video streaming industry. Brands like Amazon Prime Video, YouTube Premium, and Paramount+ also score well in our brand awareness ranking. DAZN, on the other hand, seems to have its work cut out, as less than one-third of U.S. consumers know about this over-the-top sports streaming service.

Brand usage

Americans love to Netflix and chill

U.S. consumers put their money where their mouth is. Not only do Netflix and YouTube hold the highest brand recognition according to our ranking, but they are also the most used VoD brands in the United States. Other frequently used brands include Amazon Prime Video, Hulu, and a relatively new VoD provider, Disney+. Meanwhile, Sling TV, Microsoft Store, and Vudu fall at the bottom of our ranking, as they struggle to compete against the more established brands in this the VoD market.

Brand loyalty

There’s no stopping Netflix and YouTube

Having already established themselves as the leaders in both brand awareness and usage share, Netflix and YouTube now compete for the most devoted fanbase in the U.S. Customers of these VoD services exhibit greater likelihood of remaining loyal to them in the future as compared to those of Amazon Prime Video, Paramount+, and Disney+. Other VoD services with strong customer loyalty include Hulu, Peacock, and HBO. Meanwhile, iTunes and the over-the-top sports streaming service DAZN still need to put in efforts to retain their users in the long run.

Published July 7, 2023

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