Mike Peterson
The Apple TV+ streaming service has sseen significant gains in both customer satisfaction and the likelihood that a user will keep paying for a subscription between 2021 and 2022, new data suggests.
According to research by Whip Media, the level of overall customer satisfaction for Apple TV+ jumped from 62% in 2021 to 76% in 2022. The 14 point increase marked the largest jump for any video-on-demand service.
Apple TV+ didn't have the highest rate of customer satisfaction among streaming services, however. The company ranked sixth. HBO Max, Disney+, Hulu, Netflix, and Paramount+ ranked first through fifth, in that order.
The Apple streaming service also saw a massive jump in the likelihood that customers keep their subscriptions active. In 2021, 54% of customers said they'd keep paying for Apple TV+. The following year, that number jumped to 73%.
Comparatively, Netflix saw the largest decline in customers saying they'll keep paying for service. Between 2021 and 2022, the number of users who plan on paying for a subscription dropped from 93% to 81%.
Apple TV+ also ranked highly in overall catalog quality, particularly when it came to quality of original series. However, research participants seemed to acknowledge that Apple TV+ lacked in quality of movies and the quality of their overall library.
Despite the customer satisfaction, Apple TV+ had the highest rate of churn in 2022. According to the data, 13% of respondents said they canceled Apple TV+, compared to just 6% the year prior. The jump is likely attributable to free trial periods expiring.
Prior data indicated that most Apple TV+ users were on a trial, and Apple has been extending free promotional periods since launch.
The research study surveyed 2,460 U.S. users of the TV Time app — which lets users track their streaming consumption — from April 29 to May 4, 2022. Whip Media weighted the results to balance with the U.S. population by gender and age.
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9 Comments
As well they should. The content is fantastic and literally gets better by the day. In 2 years at most they’ll be looking down at the rest.
I found it funny when people were comparing Disney to Apple day one. Comparing a century of content vs. a day.
Of course it will get better in time. My biggest complaint would be Apple ignoring iTunes which is the best store for movies and shows. It’s a differentiator that Netflix, Disney, HBO, no one has and all their content is there. (Amazon has a digital store no one uses. Forgot about that one.)
Apple’s bundles are quite sticky, no way I’ll be unsubscribing - their shows are the highest quality and the bundle with Apple Music makes it a no-brainer compared to Netflix or Disney. Quality is what matters most for me for TV and the family bundle effectively makes ATV free for us.
I’ve been blown away by how quickly Apple TV+ original content has been added and how fast the library has grown.