Apple TV+'s original content scores big with viewers

Key Takeaways
- Usage Intent for video streaming was more resilient than all other areas of entertainment but video games , flat over the last three months vs. 1%-2% declines for areas like social media, music streaming, and news media. Video games was up 2%.
- Viewers increasingly like Apple TV+’s original content. Apple TV+ released a string of popular content recently, including the shows Hijack, The Crowded Room, and Silo. Over the past three months, Usage Intent 1,2 increased 6% and net sentiment 3 toward Original Content grew 7%.
- Concerns about the May release of Max cannibalizing Discovery+ appear to be playing out . More people are saying they plan to use Discovery+ less, with Usage Intent sinking 3% over the past three months. Viewers also feel less positive about Discovery+’s ease of use.
- Viewers are souring on Netflix’s prices, subscription options, and account management options . All dipped 2% in net sentiment over the past month, coinciding with Netflix’s account sharing ban.
- Our proprietary, AI-driven Resource Allocation model indicates these companies are focusing on the right areas to gain market share, and the outcome is likely to come down to execution . Apple TV+ and Max on increasing the volume and variety of quality content and Netflix on subscription options that resonate with its customers.
Discover HundredX insights into Video Streaming Trends:
- All metrics presented, including Net Usage Intent (Usage Intent), and Net Sentiment / Net Positive Percent are presented on a trailing three-month basis unless otherwise noted.
- Usage Intent reflects the percentage of customers who plan to use a specific brand during the next 12 months, minus the percentage who plan to use less. We find businesses that see customer Intent trends gain versus the industry have often seen revenue growth rates, margins and/or market share also improve versus peers.
- HundredX measures net sentiment toward a driver of customer satisfaction as Net Positive Percent (NPP), which is the percentage of customers who view a factor as a positive (reason they liked the products, people, or experiences) minus the percentage who see the same factor as a negative.
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- Where are customers "migrating"?
- What are they saying they will use more of in the next 12 months?
- What are the key drivers of their purchase decisions and financial outcomes?
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. HundredX does not make investment recommendations. However, we believe in the wisdom of the crowd to inform the outlook for businesses and industries. For more info on specific drivers of customer satisfaction, other companies within 75+ other industries we cover, or if you'd like to learn more about using Data for Good, please reach out:
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