美国著名视频点播品牌网飞、奈飞netflix市场调研和分析报告（英文版）-2024年1月上传培训课件

CONSUMER&

BRANDBrand

KPIs

for

video-on-demand:

Netflix

in

the

U.S.Consumer

InsightsSeptember2023Discover

your

brands

KPIs

and

benchmark

against

competitors

and

find

outwho

says

whatIntroduction:

studydetailsThe

reportMethodologyDesign:OnlineSurveyThisreport

hasbeen

created

usingthedatafromStatista’sConsumer

Insights

Brand

KPIs.

Thereportprovides

you

with

key

consumer

insightsandbenchmarks

abrandsperformance

against

theindustryoverall

and

theircompetitors.Duration:

approx.

15

minutesLanguage:official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeOurdataallows

you

tomeasure

each

brandspositioninthemarket

bycreating

aprofile

usingStatista’s5key

performance

indicators.

Which

are:

awareness,popularity,usage,loyalty

and

media

buzz.Region:

Germany,

U.S.andUKNumberofrespondents:

approx.

2250Sample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThisreport

is

basedon

Netflixs’

performance

inthevideo-on-demand

market.Fieldwork:June2023Ifyou

would

liketofind

out

more

abouttheConsumerInsightsatthelink.or

theBrandProfiler,

please

click2Sources:Consumer

Insights

Global,

asofSeptember

2023Netflix

maintains

its

leadership

by

consistently

captivating

consumers

acrossdiverse

demographicsIntroduction:

key

insightsWhodoesthebrandappeal

to?How

doesthebrandperform

inthemarket?•

Netflix

enjoys

consistent

popularityacrossgenerations,

with

aslight

variation

inaffinityamongMillennials

compared

tothe

industryaverage•

Netflix

excels

abovetheindustryaverage

inallkeyperformance

indicators•

Netflix

standsasthetop-performing

brandfor:•

Women

aremore

likely

to

likeNetflix

as

abrandthan

men,

however,

thisisnot

ahuge

differencegenerally•

Awareness•

Popularity•

Usage•

Netflix

boastsaproportion

of

LGBTQIA+users

thatclosely

alignswith

the

industryaverageLoyalty••

Netflix

tendstoattractconsumers

from

allincome•

Buzzbrackets•

Netflix

holdsaprominent

industryposition,securingthe

top

rankinallcategories

and

thusasserting

itsdominance

over

other

brandsinthe

industry•

It’sgenerally

people

innuclearhouseholds

thatlikeNetflix3CHAPTER

01Brand

profileInthissection,

the

brandprofile

displayshow

abrand

is

positioned

withintheirindustryof

thatcountryamong

5strategic

consumer

values.

Itgoes

on

toshow

demographics

andattitudesoftheconsumerswho

saythey

likethebrand,

soabrandcanhaveaclear

vision

of

whotheirbrandingiscurrentlyappealingto.4The

popularity

of

Netflix

significantly

exceeds

the

industry

average

in

the

U.S.Brand

profile:

snapshotNetflixs’brandperformance

withintheindustryofAmerican

online

consumers96%80%65%61%56%44%26%24%20%20%AwarenessPopularityUsageLoyaltyBuzzBrand

UsersIndustryUsers5Notes:Recode

based

onvideo-on-demand

awareness,popularity,

usage,

loyalty

and

buzz

by

brand;

Multi

Pick;Base:

n=932,

respondents

who

have

used

video-on-demandConsumer

Insights

Global,

asofSeptember

2023Sources:Netflix

enjoys

consistent

popularity

across

generations,

with

a

slight

variation

inaffinity

among

Millennials

comparedto

the

industry

averageBrand

Profile:

consumer

demographics

(1/3)Netflix

consistently

maintainsafavorable

imageamong

Generation

of

consumerswho

likeNetflixconsumers

of

allagegroups,closely

aligning

with

the35%industryaverage.

It'snoteworthy,

though,thatwithintheMillennial

demographic,

thereis

aslightlyloweraffinity

forNetflix,with

33%

of

video-on-demand

usersexpressing

theirpreference

forNetflix,compared

totheoverall

industryaverage

of35%.

Thisnuancedpreference

is

specifictothisagegroup.33%29%

29%27%26%11%

11%Gen

ZMillennialsGen

XBaby

boomerBrand

enthusiastIndustryusers6Notes:“How

oldareyou?”;Single

Pick;“When

it

comestovideo-on-demand,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:n=614,

Netflix

enthusiast,

n=938,

video-on-demand

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Women

are

more

likely

to

like

Netflix

as

a

brand

than

men,

however

this

is

not

ahuge

difference

generally

speakingBrand

Profile:

consumer

demographics

(2/3)GenderofNetflix

fansTheGender

splitbetween

brandenthusiastsof

Netflix

shows

women

aremore

likely

tohaveanaffinity

with

thebrandover

men,

compared

totheIndustryaverage.LGBTQIA+status

ofNetflixfansNetflix

boastsaproportion

of

LGBTQIA+users

thatclosely

alignswiththeindustryaverage

forvideo-on-demandusers.12%11%46%49%51%12%

ofNetflix

users

consider54%

ofwomen

likeNetflix

compared

to46%

ofmen,

whereas

theindustryaverage

forvideo-on-demand

usersshows

that51%

of

women

usethisservice

compared

to

49%

of

men.themselves

to

bepartof

theLGBTQIA+community

compared

to11%

overall.

ItappearsthatNetflix

hasattracteddiverse

audiencesandisexploringopportunities

intargetinguntappeddemographics.86%87%2%54%2%Brand

enthusiastMaleIndustryusersFemaleBrand

enthusiastIndustryusersNot

givenYesNo7Notes:“What

is

yourgender?”;Single

Pick;“Doyouconsider

yourself

partofthe

LGBTQ+community?”;

Single

Pick;

“When

it

comes

to

video-on-demand,

which

ofthe

following

brands

do

youlike?”;Multi

Pick;Base:n=614,

Netflixenthusiast,

n=938,

video-on-demand

usersSources:Consumer

Insights

Global,

asofSeptember

2023It’s

generally

people

in

nuclear

households

that

like

NetflixBrand

Profile:

consumer

demographics

(3/3)Income

rangeThetypicalincome

of

aNetflix

userfairly

Householdtypematches

theaverage

video-on-demand18%

ofNetflix

users

are

fromsinglehouseholds.

Couples

arejustaslikely

touseNetflix

than

other

brandsand

forthenuclear

family,itis

thehighest.18%20%user.

Netflix

istherefore

notanexclusiveSinglebrandreserved

forthehigherincomegroup

but

abrandthatpeople

from

allincomes

canchoose

from.34%33%34%Therefore,

with

thenuclear

householdmarket

wrapped

up

Netflix

may

want

toconsider

opportunities

andtargetadvertising

atsinglehouseholds.18%17%Couple26%24%35%31%Nuclear

familySingleparentOther10%11%32%28%28%Brand

enthusiastHighIndustryusersMediumLowBrand

enthusiastIndustryuser8Notes:Recode

based

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;Typology

basedon

’’household

size’’,

’’household

constellation’’

and

’’children

under

the

ageof14

in

household’’;

Single

Pick;“When

it

comesto

video-on-demand,

which

ofthe

following

brands

do

youlike?”;

Multi

Pick;

Base:

n=614,

Netflix

enthusiast,

n=938,

video-on-demand

usersConsumer

Insights

Global,

asofSeptember

2023Sources:Sustainability

is

equally

important

to

users

wholike

Netflix

and

the

generalvideo-on-demand

usersBrand

profile:

attitudesWhat

do

consumersthink

ofvideo-on-demand

ingeneral?25%

ofusers

who

likeNetflix

say

theyare

well

informed

when

itcomes

to

video-on-demand

and

18%

of

theseusers

saythattheycan’timaginetheir

lifewithout

video-on-demand.

Thiscompares

toaclosely

similarmarketaverage

of25%

and17%,

respectively.How

doespriceeffect

theirdecisions?21%

ofusers

who

likeNetflix

say

alow

priceis

more

important

thanhigh

qualitywhen

itcomes

tovideo-on-demand,compared

tothe

market

average

of22%Do

consumerstrusttheirvideo-on-demand?Relying

onbrandsusers

know

and

trustwhen

itcomes

to

video-on-demand

isimportant

to32%

ofusers

wholikeNetflix,compared

to

themarket

average

of

30%.Do

video-on-demand

need

toinnovate

tostay

relevant?25%

ofusers

who

likeNetflix

say

video-on-demand

excites

themwith23%

confirming

they

liketo

try

outnewandinnovativevideo-on-demand.

Thiscompares

to

amarket

average

of25%

and22%,

respectively.How

important

issustainability

toconsumers?According

to18%

ofusers

who

likeNetflix,sustainability

is

important

when

itcomes

tovideo-on-demand,

whichmatches

the

industryaverage

of

18%.9Notes:“Which

ofthese

statements

about

video-on-demand

do

youagreewith?”;

Multi

Pick;“When

it

comesto

video-on-demand,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=614,

Netflixenthusiast,

n=938,

video-on-demand

usersSources:Consumer

Insights

Global,

asofSeptember

2023CHAPTER

02Brand

KPIs

&

benchmarkingInthischapter,youcansee

howabrandperforms

againsttheirmaincompetitors

inthe

marketplace.Thissection

allows

benchmarking

ofthekey

performance

indicatorsfrom

the

brandprofile

againsttheindustryasawhole

andotherimportant

brands.10Netflix

outperforms

the

industry

average

in

all

categoriesBrand

KPIs

&benchmarking:

IndustrycomparisonBrand

performance

withinthevideo-on-demandmarketWhen

itcomes

to

video-on-demand,

theaverageawareness

forabrandintheU.S.is

79%.

Awareness

ofNetflix,however,

is

significantlyhigherat95%.Awareness100%With,64%

of

American

video-on-demand

users

sayingthey

likeNetflix,Netflix

finds

itself

way

higherthan

theaverage,

30%,

forpopularity.60%

ofvideo-on-demand

users

intheU.S.

saythey

useNetflix,with

theaverage

usageofabrandat26%BuzzPopularity92%

ofNetflix

users

say

theywould

usetheserviceagaincompared

toanaverage

loyalty

score

of

76%.Netflix

ismore

likely

to

beseen

inthemedia

thanother

brands,with

a“Buzz”score

of43%

compared

toanaverage

of

23%.LoyaltyUsageIndustryaverageBrand11

Notes:Sources:Video-on-demand

‘awareness’,‘popularity’,

‘usage’,‘loyalty’

and

‘buzz’

by

brand;

Multi

pick;

Base:

n=1,005,

all

respondents

(awareness),

n=952,

respondents

who

know

the

individual

brand

(popularity),

n=952,

respondentswho

know

the

individual

brand

(usage),

n=573,

respondents

who

have

used

the

individual

brand

(loyalty),

n=952,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Netflix

held

the

top

position

as

the

most

recognized

brand

in

the

video-on-demand

industryBrand

KPIs

&benchmarking:

awarenessSummaryAwarenessofNetflixRank#

BrandAwareness

%Usingtheconcept

of

aided

brand

recognition,

showingrespondents

both

thebrand'slogo

and

thewrittenbrandname,we

asked:

“Doyou

know

thisbrand,

evenifonly

byname?”.5%1Netflix95%92%91%90%90%89%87%87%84%83%2Hulu3Disney+Outofrespondents

whousethevideo-on-demand95%

were

aware

of

Netflix.

Thisranksthemin1stplacecompared

to

other

brandssurveyed

inthisindustry.4AmazonPrime

VideoYouTubePremiumParamount+Max(HBOMax)Peacock5Huluscored

anawareness

ratingof

92%

securing

the2nd

spot

followed

byDisney+

inthe3rd

spot

with91%.6789Google

PlaystoreiTunes95%Not

awareAware10Notes:“Doyouknow

this

brand,

evenif

only

by

name?”;Multi

Pick;

Base:

n=1,005,

all

respondents

(awareness)Sources:Consumer

Insights

Global,

asofSeptember

2023Netflix

secures

the

top

spot

for

most

popular

brand

in

the

video-on-demandindustryBrand

KPIs

&benchmarking:

popularitySummaryPopularity

ofNetflixRank#

BrandPopularity%Tofind

outhow

popularthebrandwas,

we

asked

eachrespondent:

“When

itcomes

to

video-on-demand,which

of

thefollowing

brandsdoyou

like?”.1Netflix64%57%52%48%38%35%33%27%26%24%2AmazonPrime

VideoHuluOutofconsumers

who

knew

thebrand

64%

saidtheyliked

Netflix.

Thisranksthetopposition

compared

toother

brandssurveyed

inthevideo-on-demandmarket.336%4Disney+5PeacockAmazon

Prime

Video

whoscored

apopularityratingof57%

secures

the2nd

spot

followed

by,Huluinthe3rdwho

scored

52%.

Netflix,positioned

atthe

top,solidifies

itself

asahighlypopularand

well-establishedbrandwithinthevideo-on-demand

industry.6Max(HBOMax)Paramount+Discovery+AppleTV+64%789LikeDonotlike10Google

PlaystoreNotes:“When

it

comesto

video-on-demand,

which

ofthe

following

brands

do

you

like?”;Multi

Pick;Base:

n=952,

respondents

who

know

the

individual

brand

(popularity)Consumer

Insights

Global,

asofSeptember

2023Sources:Netflix

seals

the

top

spot

for

being

the

most

used

video-on-demand

by

usersBrand

KPIs

&benchmarking:

usageSummaryUsage

ofNetflixRank#

BrandUsage

%60%Afterpopularity,we

want

tocover

thevalueactiongapsoastounderstandifthe

brandwas

alsothenbeingused,we

asked

each

respondent:

“When

itcomes

tovideo-on-demand,

which

ofthefollowing

brandshaveyou

used

inthepast12

months?”.1Netflix2AmazonPrime

VideoHulu56%348%40%Outofusers

who

knew

thebrand60%

saidtheyusedNetflix.

Thisranksinthetopposition

compared

toother

brandssurveyed

inthevideo-on-demandmarket.4Disney+45%5Peacock35%6Max(HBOMax)Paramount+AppleTV+32%60%Amazon

Prime

Video

whohadausagescore

of

56%

isinthe2nd

spotfollowed

by,Huluwhoscored

48%.Securing

thetopposition

intherankings,Netflixstandsasthepremier

provider

invideo-on-demandindustry.729%822%9Google

PlaystoreESPN+22%UseDonotuse1022%Notes:“When

it

comesto

video-on-demand,

which

ofthe

following

brands

have

you

used

in

the

past12

months?”;

Multi

Pick;Base:

n=952,

respondents

who

know

the

individual

brand

(usage)Consumer

Insights

Global,

asofSeptember

2023Sources:Interms

of

loyalty,

Netflix

had

the

most

loyal

consumers

in

video-on-demandindustryBrand

KPIs

&benchmarking:

loyaltySummaryLoyalty

ofNetflixs’consumersRank#

BrandLoyalty

%92%Afterascertaining

theconsumer

use

of

abrandin

thelast12

months,thenext

most

important

indicatoristoestablish

whether

abrand

cankeep

acustomer.

Todothatwe

measure

theloyalty

ofthese

consumers

byaskingeach

respondent:

“When

itcomes

to

video-on-demand,which

of

the

following

brandsare

you

likelytouseagain

inthefuture?”.8%Netflix12AmazonPrime

VideoHulu88%386%4Max(HBOMax)Paramount+Disney+85%Outofconsumers

who

used

Netflix

92%

saidtheywould

usethebrandagaininthefuture.Thisranks1stposition

compared

to

other

brandssurveyed

inthevideo-on-demand

market.584%683%7Peacock80%Amazon

Prime

Video

whoscored

aloyalty

score

of88%

isinthe2nd

spot.Netflix,atthetop,hascultivatedadedicated

customer

baseover

theyears

throughitsextensive

library

of

content,user-friendly

interface,andinnovativeproductions.8YouTubePremiumPlayStation

StoreDiscovery+80%92%Not

return979%Loyal1077%Notes:“When

it

comesto

video-on-demand,

which

ofthe

following

brands

areyoulikely

touse

againin

the

future?”;

Multi

Pick;Base:

n=573,

respondents

who

have

used

the

individual

brand

(loyalty)Consumer

Insights

Global,

asofSeptember

2023Sources:Netflix

held

the

prominent

position

as

the

mostheardabout

brand

in

the

mediawithin

the

video-on-demand

industryBrand

KPIs

&benchmarking:

buzzSummaryBuzz

ofNetflixRank#

BrandBuzz%43%Isthebrand

hot

or

not?Isitcausingastirinthemediaandonline,tofind

thisoutwe

asked

each

respondent:“Whichof

thefollowing

brandshaveyounoticed

inthemedia,on

social

media,or

inadvertising

inthepast3months?”.1Netflix2AmazonPrime

VideoDisney+41%337%Outofconsumers

who

knew

thebrand

43%

saidtheyhadheardaboutNetflix

inthemedia.

Thisranks1stposition

compared

to

other

brandssurveyed

inthevideo-on-demand

market.4Hulu35%43%5AppleTV+Max(HBOMax)Paramount+Peacock31%57%630%Amazon

Prime

Video

and

Disney+

sealed

the2nd

and3rd

spot

with

the

buzzscore

of

41%

and37%726%respectively.

Attheforefront,

Netflix

enjoys

arobustandunwavering

media

presence,

driven

byitsexpansive

content

library,critically

acclaimed

originalproductions,

and

well-executed

marketing

strategiesthatconsistently

keep

itinthespotlight.824%9ESPN+23%BuzzNobuzz10Discovery+23%Notes:“Which

ofthe

following

brands

have

younoticed

in

the

media,

onsocial

media,

orin

advertising

in

the

past3months?”;

Multi

Pick;

Base:

n=952,

respondents

who

know

the

individual

brand

(buzz)Consumer

Insights

Global,

asofSeptember

2023Sources:CONSUMER

INSIGHTSUnderstand

what

drivesconsumersMasterconsumers,brandsandmarkets.WithConsumerInsights

youget

access

tostreamlinedmarketresearch