HBO Now ranks higher in customer satisfaction than Netflix: report

Jon Snow in seemingly hopeless straits in this Game of Thrones battle scene. Image: HBO
HBO Now may have a smaller library but it benefits from having blockbuster hits like 'Game of Thrones,' analysts say.

According to a new Strategy Analytics report, HBO Now ranked highest for customer satisfaction in 11 of 14 categories among SVOD services.

The report measures customer satisfaction based on the number and availability of TV shows and films, how easy it is to find them and the overall value of the service. HBO Now topped the lists in all categories except three; availability of children’s programming went to Hulu, while content recommendations and the cost of the subscription went to Netflix.

Interestingly, Amazon Prime came in last in every category.

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“HBO Now has successfully positioned itself as a go-to-service for quality programs, especially movies,” said Zhaowen Wu, digital media strategies analyst at Strategy Analytics, in a statement. “Though HBO Now has a much smaller library than other SVOD services, it has more blockbuster movie and hit series such as 'Game of Thrones' and 'Westworld.'”

But when the report asked subscribers to give a single “overall” score for the services, Netflix came out on top, followed by Hulu and then HBO.

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“When considering the bigger picture, Netflix clearly benefits from its brand ‘halo’ whilst HBO Now suffers from a negative association with cable’s legacy issues. However, once one gets into the weeds, the reality is that HBO subscribers are the most satisfied with nearly all elements that make up a strong SVOD service,” said Michael Goodman, digital media strategies analyst at Strategy Analytics, in a statement.

Goodman added that Amazon may have not done as well in the survey because Prime Video is only one of the benefits included in a Prime membership.

“People have been talking about it being a Netflix vs. Amazon battle in terms of which service viewers choose, with the others left to pick up the scraps,” said Goodman. “However, if HBO continues on this vein, we’re more likely to see a situation where people will have one ‘blockbuster’ service like HBO or HBO Now and either a Netflix or Amazon in support.”

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