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High overlap between Netflix and Amazon subscribers

26 August 2016
High overlap between Netflix and Amazon subscribers

The number of consumers taking up multiple SVoD subscriptions is on the rise, with a particularly high overlap between Netflix and Amazon Prime Video, according to the latest Futuresource Consulting report.

The twelfth edition of the ‘Living With Digital’ consumer survey highlights consumer preferences for digital video format adoption and the influences affecting purchasing decisions and connected device adoption in the US, UK, France and Germany as well as Italy, Spain, Australia, Canada, Japan, South Korea and China.

Futuresource stated that there is an ‘ongoing narrative’ around pay-TV cord-cutting and the multinational competitive situation between Netflix and Amazon Prime Video.

It observed a high overlap between Netflix and leading SvoD services in each country, with particular emphasis on Amazon Prime Video in the USA, UK and Germany. Approximately half of Netflix subscribers also use Amazon Prime Video in the UK and USA.

“Netflix uptake continues to grow in all countries and although satisfaction levels for Netflix are high, they do vary considerably by country,” explained David Sidebottom, principal analyst, media and entertainment at Futuresource Consulting.

“Over half of US respondents say they are extremely satisfied with Netflix, 83 per cent are satisfied or very satisfied; this falls to around two-thirds in France and Germany.”

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