IMDb TV Competitors

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Part
01

IMDb TV Competitors: Netflix, Part 2

Netflix is continuously trying to find new ways to engage customers and this involves carrying out various tests on the platform. Overall customers seem to be satisfied with the company but there are concerns of security, being overcharged and lack of refunds. Information about its value proposition, differentiators, messaging, current advertising and customer perception can be seen below and in the spreadsheet attached.

Value proposition

  • Netflix has promised its customers that they’ll have access to unlimited movies and TV show options that can be viewed from any location and at their convenience.
  • It offers a service that does not require commitment from customers who can gain access in only three steps, with the choice of canceling their plan at any time.
  • Customers are assured that their choice of service is at a set price which is low, and likely to gain more traction; their monthly plans have a price range from as little as $7.99 to $13.99.
  • Netflix offers transparency in its privacy policy with an aim to earn the trust of their current and potential customers by outlining how they collect and use personal information of customers/potential customers and all other parties involved.
  • They have given the options for customers to gather general information about their privacy using the service from their support line staff or to make direct contact with the company’s Data Protection Officer.

Key differentiators

  • Customers are able to access unlimited programs across multiple devices including X box, PlayStation and Chromecast and can view programs on-the-go or download them to watch at a later time.
  • Current customers and potential customers are able to gain the highest possible value as it relates to their privacy, because the company offers transparency and direct contact for the experts in charge of data privacy on the platform.
  • The company prides itself as being supportive of self-regulatory programs for privacy such as the Digital Advertising Alliance (DAA), European Interactive Digital Advertising Alliance (EDAA) and Ad Choices: Digital Advertising Alliance of Canada (DAAC) in the U.S., Europe and Canada, respectively.
  • Customers who take action to cancel their personalized subscription with Netflix will still have access to the service until the end of their billing period, regardless of how far or near that date is to the date of cancellation.
  • The company is consistently updating its content library and testing different areas of the services offered as a way to maintain customer and consumer engagement with the platform. Customers can also choose whether they want to be participants in the testing process.

Tagline/Messaging

  • Netflix considers itself to be relatable and considerate to their customers especially pertaining to the frustration associated with having to fill out forms for membership. It offers simple steps to offset this feeling and gain more confidence from their customers.
  • The company describes itself as “the world’s leading streaming entertainment service”, catering to consumers who speak various languages and have different tastes in film.
  • It also promises to keep customers, partners, investors and employees engaged and satisfied.
  • While the company showcases both movies and TV series on its web banner, on Twitter it emphasizes its original series (e.g. The Witcher) and on Instagram it uses a lot of memes to entertain customers and relate to their experiences, while still advertising their programs.
  • It uses a designated Twitter account to advertise upcoming TV series and movies, with the tagline “See What’s Next”.

Links to examples of current advertising

  • Netflix is currently using various channels for advertising including social media, TV, and web banners. Links to examples of their current advertising can be found here.

Customer perception

  • Netflix emphasizes its ability to work on multiple devices on its main page but it recently announced its inability to function on some older devices, leaving some customers dissatisfied because they will have to upgrade their hardware to “keep enjoying Netflix uninterrupted”.
  • New players in the market have caused Netflix’s customers to see less value in the company’s service, which may negatively affect their subscription behavior.
  • Some customers are anchored to this platform because it offers everything they need but others have grown tired of what is available there.
  • The company has a 4/5 star rating for overall customer satisfaction on Consumer Affairs. Some customers have expressed satisfaction with their offering and customer service while others have complained about their accounts being hacked, airing offensive content in films and being overcharged for the service with no ability to claim a refund.

Research strategy

To provide information about how Netflix markets itself in the US, we examined the company’s official website and social media platforms. For additional information about current advertising we looked at databases such as Moat and iSpot.tv and for information about consumer perception we consulted customer reports/surveys and customer review sites such as Consumer Affairs.

Part
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Part
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IMDb TV Competitors: Hulu, Part 2

Your research team was able to find more information about Hulu and their marketing strategy. This information was placed into the attached spreadsheet.

Summary

  • With a base Hulu subscription, customers can stream more than 85,000 episodes of on-demand TV shows, movies, and Hulu Originals.
  • Hulu is extensible as it allows customers to add a live TV option where they can get up to 60 television channels, or add individual entertainment television channels such as HBO, Starz, Showtime, and Cinemax. Their channel offerings also include local channels.
  • In their digital ads which feature the signature green and black colors, Hulu seems to focus on their basic plan price. In almost all of their digital ads, they have the phase "now for just $5.99/mo".
  • Hulu recently run an ad campaign named "Better Ruins Everything". This campaign featured celebrities such as Sofia Vergara, James Harden, Sara Silverman living extravagant lives and warning the audience (ironically) not to get Hulu because its high quality will ruin everything else.
  • The sentiment of tweets mentioning Hulu seems to be mostly in the 'pleasant' and 'subdued' quadrant, which should mean that most people are satisfied with Hulu.


Research Strategy

To find information on Hulu's marketing strategy and how they are different from the competition, we focused on Hulu's own content for this information such as press releases and FAQs. We got a glimpse of their digital and video marketing by looking at digital marketing databases as well as ad data publishers such as Ad Age and Ad Week. To get a broader sense of customer perception, we used Reddit due to it being one of the largest websites in the world. Due to its size and scale, sentiment on Twitter is likely to reflect the general sentiment. We used five of the first results from a search of Hulu related material as we deemed these to be the most relevant. We also used a Twitter sentiment tool to get more customer perceptions.
Part
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Part
03

IMDb TV Competitors: Amazon Prime Video, Part 2

Additional details regarding Amazon Prime Video's US marketing, are included in Column E of the attached spreadsheet. New details include value proposition, key differentiators, and messaging.

Value Proposition

  • Prime Video is included with every Prime membership, but it is also available as a standalone for half the price of a Prime membership.
  • Amazon invests heavily in production and marketing of its Amazon original programming, which is only available through Prime Video.
  • Prime Video members have the opportunity to subscribe to premium channels, such as HBO and Cinemax, at a reduced cost.

Key Differentiators

Messaging

  • One tagline that Amazon Prime Video uses in social media is "Staying in is the new going out," which can be see in the Google Doc included.
  • Amazon Prime Video advertising promotes new programming and releases as seen in Images 5 and 6 in the Google Doc referenced below. On the adsoftheworld.com, only 2 out of 56 Amazon ads were related to Prime Video.
  • Amazon Prime Video promotes original programming on billboards as well (Image 7).

Customer Perception

  • While Amazon Prime Video promotes its vast selection, many customer reviews are frustrated with the additional cost to watch some programming, especially feature films.
  • Other reviewers voice their frustration with the search function. A recent report on review.org listed the search tool as a significant frustration point.
Part
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Part
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IMDb TV Competitors: YouTube TV, Part 2

Additional details regarding YouTube TV's US marketing, specifically the company's value proposition, key differentiators, current tagline and messaging, examples of the company's current advertising, and typical customer perceptions, in Column F of the attached spreadsheet.

YouTube TV

  • The customer perception for the streaming service is that at $49.99, YouTube TV is considered to be one of the cheaper full-featured options.
  • Current advertisements ran by YouTube TV in the US have been compiled in the attached document.
  • The hook for channels offering is as follows: "YouTube TV has the live TV content you want from 70+ top channels. You and the family get your favorite live sports, news, shows, movies, and on-demand entertainment. If your schedule doesn’t work out, there’s also free unlimited DVR storage space, so you don’t have to miss a moment. YouTube TV is also available nationwide in the US with regional and local feeds–so watch what matters most, at no additional cost."
Part
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Part
05

IMDb TV Competitors: Facebook Watch, Part 2

Details about the way Facebook Watch markets itself in the US are provided in the attached spreadsheet.

Key Findings

  • According to Facebook, "watching video on Facebook has the incredible power to connect people, spark conversation, and foster community."
  • Unlike most of its competitors, Facebook Watch hosts user-generated videos and short clips, making it more similar to YouTube in a certain sense, than to other streaming platforms.
  • Another tagline Facebook uses, especially on Twitter is, "Original shows and videos from producers and creators you love. All in one place."
  • While Facebook Watch claims that it utilizes a preference database to help users discover content they will enjoy, users state that the service constantly recommends videos that are irrelevant.
Part
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Part
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IMDb TV Competitors: Tubi, Part 2

Tubi's main value proposition is that it offers premium content for free and that it is available on a wide variety of devices. Tubi offers a machine-learning "personalized recommendation engine" and provides content that cannot be found on most platforms. Tubi’s current tagline is “Movies. TV. Free.” Kindly refer to column H, rows 10 to 15 of the attached spreadsheet for more information.

Value Proposition

  • Tubi's main value proposition is that it offers premium content for free. Tubi describes itself as the "world’s largest free movie and television service."
  • While Tubi is not alone in the ad-supported content-streaming market, it offers the most number of options with a library of over 15,000 television series and movies — over double that of Netflix.
  • For convenience, and in line with the 'available anywhere' promise, Tubi can be installed in over 25 devices including Amazon FireTV, Roku, Comcast Xfinity, iOS, Cox Contour, and Android.

Key Differentiators

Tagline and Messaging

  • Tubi’s current tagline is “Movies. TV. Free.” The company has repeatedly highlighted that its content is free throughout its website and press releases.
  • Tubi's messaging of free, widely-available content is consistent on its website, advertising, and social media. Its Instagram bio is "Stream Freely. Thousands of movies and TV shows. Available anywhere, always free" and its Twitter tagline is "With thousands of free movies and TV shows, we’ve got you covered. Stream Freely."
  • Additionally, Tubi's Chief Content Officer describes Tubi as "less Netflix competitor than a substantial supplement for bargain-hunting 'TV' viewers."

Current Advertising

  • Currently, Tubi's advertising efforts seem focused on using out-of-home advertising in key metros such as New York, Chicago, Los Angeles, and Detroit to incite viewers to leave on-demand streaming giants such as Hulu and Netflix. Tubi's billboards have cheeky messages such as "Dear Hulu, you’re cool and all, but I couldn’t take my eyes off Tubi last night" and "Dear Netflix, I had my first freesome last night. Tubi was amazing."
  • Others simply informed consumers that Tubi is free with messages such as "Dear NYC, you free tonight? Because we are!"
  • Tubi recently flew a banner over Netflix's offices in Hollywood that read "“Dear Netflix, I was with Tubi last night, but I only watched.” The banner also had the tagline “Free Movies & TV.”

Customer Perceptions

  • The perception of Tubi by iOS and Android users is mostly positive and the average rating for both devices is 4.6 stars. Typical reviews of Tubi have stated that the streaming service provides quality content despite being free. The minor glitches and commercial breaks did not affect their viewing experiences in general.
  • Consumers seem to appreciate Tubi's massive library. One consumer on Instagram says, "You have the biggest black movie section I have ever seen! I LOVE IT! Better than @netflix @hulu @xfinity." However, some Tubi users seem unsatisfied with the current collection and would prefer the addition of more popular content. A consumer says, "Can y'all at Soul Food movie with Nia Long in it..." and another says "When y’all gon put Obsessed on there?(needs to be VERY soon) pwease."
  • Notably, some consumers are not happy with the number of ads shown. One says, "I just watched my first (and only) movie on Tubi TV, “The Big Easy”. For about half the movie they showed 5 1/2 minutes of movie interrupted by 2 1/2 minutes of commercials (yes, I timed it!). I expect to see commercials, but this was an annoying experience I will not repeat. Goodbye Tubi."
Sources
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