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Most of the world is familiar with streaming services. But which website is best when it comes to how effective and efficient, they are with their website visitors? It comes to no surprise that Netflix.com ranks first in this first Streaming Services Digital Sales Scan with a Digital Sales Score of 40 (300 respondents, on desktop in December 2018). Second best is Hulu.com, scoring a total of 28 points, while Amazon.com takes third place with 18 points.

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The Digital Customer Experience Score shows a slightly different list: Amazon.com is favorite with a CX Score of 69, Netflix.com second with 67 points, followed by YouTube.com (with their YouTube Premium service) with the same amount of points.

  • Digital Sales Score
    Study:Streaming Services
    Measurement date: December 2018
    Country: United States
  • Total
  • 1 Netflix.com 40
  • 2 Hulu.com 28
  • 3 Amazon.com 18
  • 4 Youtube.com 13
  • 5 Sling.com 12
  • 6 DIRECTVNOW.com 7
  • 7 SonyCrackle.com 7
  • 8 Vimeo.com 4
  • 9 Philo.com 3
  • 10 TomsGuide.com 1
  • View full list
  • Highest total score
  • Highest score on device
In the fourth quarter of 2018 WUA renewed her questionnaire. The Digital Sales Score is now divided in the Digital Sales Score and the Digital CX-Score. Read more about it here.

Netflix convinces half of their visitors to rank them #1

In the study, Netflix.com is found by 56% of orienting consumers. Their offer is convincing enough to have 28% of those respondents rank them first, resulting in a Conversion of 50%! This means that one of every second visitor of Netflix.com ends up choosing them as their #1. This leaves the streaming service lonely at the top. Closest to this is YouTube.com with a Conversion of 28% – a 22 percentage points difference. Netflix.com is able to convince visitors with a simple but straight forward website: they explain their product offer concisely while providing low entry barriers with their free 1-month trial and monthly cancellation policy. As one user says: “They immediately say what you can do: watch on any device, download and no contracts. Also, say you can join free for 1 month and I like that”

Hulu.com: high Findability but has to do more to persuade customers

While looking for a streaming service, a total of 73% of the respondents finds Hulu.com – 3 out of 4 of all respondents visited Hulu.com during their navigation. However, when exploring the website, visitors seem to not be convinced with only 1 out of 4 visitors choosing them in the end (Conversion of 24%).

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New: The Digital CX-Score

The Digital CX-Score is a display of the total website experience and has been based on questions regarding the themes Look&Feel, Selection, and Brand. For instance, the ability to quickly and clearly convey the website’s selection and the trust in the company behind the website. The score consists of a measured mean of all of these elements, in which the elements that have proven to have a bigger impact on the eventual preference weigh more heavily. Our analysis show for instance that elements such as Selection and Brand are considered more important in generating a preference than the element Look & Feel.

  • Digital CX-Score | Desktop
    Study Streaming Services
    Measurement date: December 2018
    Country: United States
  • Score
  • 1 Amazon.com 69
  • 2 Netflix.com 67
  • 3 YouTube.com 67
  • 4 Hulu.com 64
  • 5 Sling.com 59

Amazon.com best in terms of customer experience

While Netflix takes the lead regarding overall online performance and effectiveness (Digital Sales Score), it is Amazon.com with their Amazon Prime streaming service who takes the crown in the customer experience ranking. Different to Netflix.com, they put a strong focus on their product offer, giving potential customers an exhaustive overview of their large offer of movies and series. They also rely heavily on their brand image as on online retailer, as one user puts it: “Backed by Amazon, I feel that it would be okay to try”.

Some Research Insights

  • Netflix.com ranks first in this first Streaming Services Digital Sales Scan with a Digital Sales Score of 40 (300 respondents, on desktop in December 2018). Second best is Hulu.com, scoring a total of 28 points, while Amazon.com takes third place with 18 points.

  • Netflix.com is found by 56% of orienting consumers. Their offer is convincing enough to have 28% of those respondents rank them first, resulting in a Conversion of 50%!

  • Netflix.com is able to convince visitors with a simple but straight forward website: they explain their product offer concisely

  • Amazon.com is favorite with a CX Score of 69, Netflix.com second with 67 points, followed by YouTube.com (with their YouTube Premium service) with the same amount of points.

  • Amazon.com puts a strong focus on their product offer, giving potential customers an exhaustive overview of their large offer of movies and series.

Goal and relevance of this research

The goal of this research is to exactly map the digital experience of potential customers who are orienting themselves on a streaming service. It is important to capture the consumers’ choices and their reason why choosing a specific company. WUA worked on a proven model for the last 10 years, which shows as precisely as possible what customers want, whatever are the best practices and the obstacles per provider. A custom-made report is available within two weeks, including a get-to-work workshop on location and an accompanying presentation.