Venting about technical issues and content quality is more likely to happen among Amazon Prime Video and Hulu users, and less so among Netflix subscribers.
That’s according to Strategy Analytics, which teamed up with U.K.-based language understanding technology company Relative Insight to analyze key phrases and language used in user forums for the three services.
The analysis showed that Netflix users are more likely to spend time discussing characters and storylines in great detail, suggesting high levels of engagement with Netflix shows, according to the research firm. Discussions involving binge viewing; characters, scenes and storylines; positive and negative evaluation of shows; what people in general think of shows; and concerns about spoilers were more common among Netflix users.
Discussions involving Hulu users focus on resolving problems with the service, while Amazon users focus on negative comments to do with pricing and lack of content choice.
“Netflix’s advantages are numerous, but lie primarily in the fact that its users are much more engaged with the content than those using Amazon Prime Video or Hulu,” said Michael Goodman, director of TV and media strategies at Strategy Analytics, in a statement. “Neither Amazon nor Hulu have managed to get much beyond technical or pricing issues in order to build that all-important content-viewer relationship which ensures higher retention levels and sustained subscription revenues.”
The firm said addressing these concerns is key not only for Amazon and Hulu, but for upcoming entrants like Disney+ and HBO Max which will be competing directly with Netflix for streaming video viewers’ attention spans.