Survey highlights viewer confusion over streaming brands

A recent survey by Hub Entertainment Research highlights a significant challenge in the streaming industry: despite substantial marketing efforts, many viewers struggle to differentiate between streaming service brands.

Hub’s “Evolution of Video Branding” report reveals that while brand awareness is high, consumer understanding of each platform’s unique value remains low.

The study found that nearly all major streaming platforms have brand awareness exceeding 90%.

However, fewer than half of respondents feel confident in explaining what differentiates one service from another. Even Apple TV+, backed by one of the world’s most recognizable brands, suffers from this gap.

David Tice, senior consultant to Hub and co-author of the study, attributes this issue to the sheer volume of content available.

“The immense volume just makes it hard for viewers to remember what is different about each service. But at the end of the day, content is king, and unique content will drive viewers even if the service itself isn’t unique to consumers,” Tice explained.

Faced with brand confusion, consumers rely heavily on specific shows or franchises to guide their subscription decisions. According to the survey, 41% of respondents have signed up for a platform just to watch one show, a figure that rises to 57% among viewers aged 16 to 34.

The report also highlighted the strength of familiar content in cutting through the clutter. Shows based on established franchises or well-known creative brands tend to perform better. For instance, 40% of respondents said they would be more likely to watch a new show set in the Marvel universe. Similarly, the “Yellowstone” franchise has driven significant viewership, with 70% of “Yellowstone” viewers also watching one of its related spinoffs, despite the effort required to access them across different platforms.

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Hub conducted its study in February 2023 with a survey of 2,400 U.S. consumers aged 16 to 74 who watch at least one hour of TV weekly.