In an age of heightened consolidation, expanded ad tiers, and everyone betting on sports to lure audiences, new data from Hub Entertainment Research has found that consumers are struggling to differentiate between SVOD services.
Most respondents to The Evolution of Video Branding report had heard of the top streamers, but had a hard time understanding what makes one service different from another. “Since last year’s survey, there has been no movement on viewers’ ability to confidently explain what makes each brand different from other brands,” with that number still standing about two-thirds of respondents.
Exclusive content is still the top differentiating factor, but discovery is an issue with consumers struggling to find where shows are. Of note, under 50% of consumers could correctly pinpoint where they could watch shows like Landman (Paramount+), The Pitt (HBO Max), and High Potential (Hulu/Disney+). “Barely 1 out 10” knew where to find Heated Rivalry.
Meanwhile, YouTube is increasingly being seen as a “TV network/streaming service” rather than just a platform for social/creator content, particularly among younger viewers.
“As the industry faces more consolidation, streamers need to consider how their originals strategy can move beyond seasonal hits and lever up to more brand-defining distinctions that make them stand out from the crowd,” said Jason Platt Zolov, senior consultant for Hub and author of the study. “Being able to clearly own ‘quality, ‘value,’ or a specific genre of content in the eyes of consumers is critical to get them to say yes to a service, especially when they can’t remember where to watch specific shows.”
