A new study of streaming video satisfaction reveals that the group with the lowest satisfaction level is the cord cutters — those customers who have recently canceled TV service. The J.D. Power 2016 Streaming Video Satisfaction Study finds the highest satisfaction level among cord stackers, which J.D. Power defines as customers who subscribe to a traditional cable or satellite service in addition to streaming service.
The second-highest level of satisfaction is found among cord shavers — those who still subscribe to TV but have downgraded their service package. Cord nevers — customers who have never subscribed to pay TV and only subscribe to streaming video service — come in third in satisfaction, well below cord shavers and just ahead of cord cutters.
Comparing the various streaming services, J.D. Power found that Netflix had the highest satisfaction level with an overall score of 829 on a 1,000-point scale, followed by Hulu at 821, one point above the industry average. Amazon Video had a score of 806.
Here are the key findings spotlighted by J.D. Power:
- Cord Cutters Have Lowest Satisfaction Among Streaming Video Customers: Cord cutters had the lowest overall satisfaction scores (802) of any customer segment in the study, followed closely by cord nevers (807). Cord stackers (826) and cord shavers (822) had the highest overall satisfaction levels. Customers who do not have cable/satellite TV have lower satisfaction in all factors than those who do, with an especially large gap in the content dimension (-40 points).
- Binge-Watching High: Nearly two-thirds (62%) of customers use a streaming service to binge-watch shows, the act of watching multiple episodes in succession. Overall satisfaction is 35 points higher among those who binge watch vs. those who do not (834 vs. 799, respectively). As binge-watching sessions increase in duration, so does overall satisfaction: 823 among those whose most recent session lasted less than 4 hours; 841 among those whose session lasted 4 to 8 hours; and 858 among those whose session lasted 8 hours or more.
- Television Remains Primary Viewing Device: Nearly two-thirds (65%) of customers view streaming content through their TV; 55% of customers primarily view content on a laptop/desktop computer; and 48% of customers primarily view content on a mobile device. It’s notable, too that 56% of viewers use multiple devices to watching streaming video.
- Original Content Viewership Higher Among Streaming Only Subscribers: More than half (54%) of cord nevers and 49% of cord cutters view original content vs. 43% among cord shavers and 41% among cord stackers.
- Netflix Ranks Highest: Netflix ranks highest among the largest streaming video brands with an overall score of 829. Netflix leads or ties with the highest score in five of the six factors, performing especially well in performance and reliability and in customer service dimensions. Hulu follows close behind at 821, one point above the industry average. Cost of service and communication are strong areas of performance for the brand.