Netflix Loses Ground in Popularity Race

Up until recently, Netflix was synonymous with video streaming around the world. Even though it still boasts the highest number of paying subscribers out of every available streaming service, its popularity has waned over the year due to the increased fractioning of the subscription video on demand (SVOD) industry. As our chart based on a survey from Whip Media shows, it now only ranks fourth out of the biggest streaming providers in the U.S. regarding subscriber satisfaction.

While a share of 80 percent satisfied customers is still commendable, the service nevertheless lost ten percent compared to the same survey from the previous year. Overall, only one service was able to score a satisfaction share of more than 90 percent: HBO Max, home to the recent hit show Euphoria as well as mainstays like Westworld, Game of Thrones, True Detective or The Wire. The service launched in May 2020 and has added around 78 million subscribers since then according to company statements.

The clear winner in terms of satisfaction gains is a tech giant generally known for its hardware products. With a percentage increase of 14 percent, Apple TV+ now ranks sixth and is poised to take over Netflix in this regard thanks to the cultural weight behind its original programming like For All Mankind, Severance or Ted Lasso. In terms of sheer numbers, Apple probably won't come close to Netflix, HBO Max or Disney's 88 million Disney+ subscribers. While the company itself is keeping mum about the concrete number, estimates range between 20 and 25 million paid subscriptions for its streaming service.

The comparably bad performance of Netflix can't be traced back to only one reason, but a variety of issues. For one, disappointment with the service's original programming has mounted over the last months. The company also generated less than favorable headlines with its decision to curb account sharing across multiple households. According to CNBC reporting, the additional charges for primary account holders amount to $2 to $3 in test markets like Chile, Peru and Costa Rica, which is roughly one third of the most basic subscription fee.