Netflix, leading the over-the-top (OTT) online video streaming industry in subscription rates, has been found to trail behind YouTube Premium and Tving in user satisfaction, according to a survey.
Consumer Insight, a telecommunications research institute, announced on Feb. 5 that this result emerged from a survey conducted among 3,393 smartphone users aged 14 and above regarding their usage and satisfaction with OTT services.
The survey, conducted in the latter half of last year, revealed that 72% of respondents subscribed to at least one OTT service (including account sharing).
In terms of subscription rates (multiple responses allowed) among platforms, Netflix ranked first with 47%. This was a significant lead, more than 21 percentage points ahead of all other platforms.
Following were Coupang Play at 26%, Tving at 20%, YouTube Premium at 19%, Disney Plus at 18%, and Wavve at 12%.
Although Netflix’s subscription rate remained stable compared to the previous year, Coupang Play (+6 percentage points) and Disney Plus (+5 percentage points) saw significant increases, closing the gap. Coupang Play benefited from offering free subscriptions to Coupang Rocket Wow Club members and securing exclusive broadcasting rights for domestic and international sports.
In terms of satisfaction with the platforms they use (rated 4-5 on a 5-point scale), YouTube Premium led with 69%, surpassing Netflix’s satisfaction rate of 60%. Netflix ranked third, also falling behind Tving, which had a satisfaction rate of 65%.
In detailed categories, YouTube Premium scored high in content (72%) and usability (66%), Tving in content (67%) and pricing/plan/discounts (54%), and Netflix in usability (61%).