Streaming Services Struggle with Differentiation as Viewers Can't Tell Them Apart
A new study from Hub Entertainment Research reveals that while viewers are aware of numerous streaming services, they struggle to differentiate between them. Major platforms like Netflix, Disney+, Hulu, and Max have seen year-over-year declines in viewers' ability to explain what makes each service unique. Many streamers are cutting production and focusing on popular genres (dramas, movies, fantasy), resulting in a homogenization of original content and dampening subscription interest. Viewers are finding it harder to locate specific shows, while live sports have emerged as a key driver for new sign-ups and subscriber retention. Netflix's foray into live sports with NFL games proved particularly successful. The study suggests streamers should emphasize brand-defining features and value beyond exclusive originals to improve viewer loyalty.