Netflix is going downhill. The former leader of the streaming industry and customer favorite is experiencing a sharp drop in popularity these days. The latest numbers are clear.
A recent poll reveals what feels like we’ve known for a while – Netflix is struggling and has had far better popularity ratings in the past. No other streaming service lost the favor of customers so clearly. Last year, 90 percent were still satisfied with what Netflix has to offer, but in 2022 it will only be 80 percent (Source: Whip Media, PDF file).
Netflix popularity ratings plummet
A full 10 percentage point drop – pretty severe. Almost all competitors benefit from this and grow accordingly. The front runner was and is HBO Max. The home of “Games of Thrones” and Co. has even grown and increases customer satisfaction from 92 percent to 94 percent. Second place goes to Disney+, which remains at a consistently high level with 88 percent approval. The biggest winner, however, is Apple TV+, which, despite a still rather clear offer, has made the leap from 62 percent to 76 percent of satisfaction. Although still behind Netflix, the iPhone manufacturer should be more than satisfied with the trend.
There are actually highlights from Netflix this year:
This is also noticeable in the willingness of customers to switch. Last year, 93 percent of them wanted to keep Netflix in their portfolio, currently only 81 percent can imagine doing so. With no other streaming provider is this loss of customer loyalty so severe. On the contrary: almost all of the other competitors were able to expand their values in this area as well. HBO Max is also the new leader here – 91 percent will probably keep the service.
hypothetical question
A supposed ray of hope: Faced with the choice of hypothetically being able to keep only one streaming provider, most Americans would still choose Netflix at the moment. 31 percent of those surveyed opt for the scolded provider. However, this was still a whole 41 percent last year. Here, too, a violent crash. HBO Max again recorded the biggest gain, jumping from 13 to 19 percent.
The Netflix competition is gaining ground with this content:
Summarized: The trend for Netflix in viewer favor is falling and falling. Meanwhile, HBO Max and other providers are clearly benefiting from this. So Netflix had better get back on track soon. By the way, HBO Max is not yet directly represented in this country. The content is usually not always available on Sky, because RTL+ will also make some HBO content available in the future. This distributed distribution channel is rather unfavorable for German viewers, which is why some new titles such as the DC series “Peacemaker” by Marvel director James Gunn have not yet made it to Germany.