March 16, 2022
Over the past four years, Hub Entertainment Research Evolution of the video brand The study tracked the awareness, familiarity, and understanding of major brands in the television market.
Key findings from this year’s study:
- Although consumers do not have a good understanding of many TV streaming brands, as described below, they tend to be more confident in describing brands that they believe have a strong focus on a particular set of genres.
- Interestingly, the TV streaming service considered the most genre-focused is Disney+, even beating ESPN+ on this metric.
- Rounding out the top five services considered to have the strongest focus on the genre: HBO Max, Discovery+ and AMC+.
- When consumers are asked which genres they associate with each service, two of the Big 5 SVoDs stand out with a unique content picture.
- For those who think Disney+ is heavily genre-focused, the top three genres cited are children’s content, theatrical movies, and fantasy/supernatural.
- Notably, these findings emerge around the same time Disney CEO Bob Chapek pledged during the company’s February earnings call to expand Disney+’s catalog of “entertainment” programs. general” not intended for children, not superheroes.
- Hulu, on the other hand, is considered strong in dramas (also cited as a top genre for Netflix, Amazon, and HBO Max), but also in animation and adult anime.
- The top 5 SVoD TV platforms have managed to make their services practically household names.
- 96% or more of viewers have heard of Netflix, Hulu, Disney+, Amazon Prime Video and HBO Max.
- But these services have been less successful in communicating their distinct value propositions, meaning what exactly they offer and how they differ from competing services.
- TV consumers are most likely to say they would feel ‘confident’ describing what Netflix is showing to someone else (80%).
- However, no more than about two-thirds think they could describe each of the other four Big 5 SVoDs.
- Name awareness is also high for newer, more niche SVoDs, but no more than half of consumers understand what makes each distinct.
- 85% or more have heard of Peacock, Paramount+, Discovery+, Apple TV+, ESPN+ and AMC+.
- But Peacock is the only service in this group where a majority – and it’s only a mere majority – feel they know enough about the service to describe it to someone.
- Consumers basically view FAST (free ad-supported TV streaming services) as one big, indistinguishable category.
- For most FASTs, name recognition isn’t a big deal: for all but XUMO, seven out of 10 or more have heard of the service.
- But as popular as FASTs have become, with the exception of the Roku channel, no more than a third of TV consumers understand what each offers.
“TV services have increased their ad spend in recent years; in fact, the number of streaming service ad impressions more than doubled between 2019 and 2020,” said Peter Fondulas, director of Hub and co-author of the study. “As a result, virtually everyone has heard of most TV streamers in the market today. But these advertising initiatives have failed to help potential users understand why they should sign up for a given service. . »