NPS scores, which track a customer’s likelihood to recommend the service to others, are another key engagement metric for OTT service providers. Recently, NPS scores across many of the major subscription-based OTT services jumped year-over-year, with annual increases for Netflix, Amazon Prime Video, and Hulu hovering around 20 points. Net Promoter Score of OTT Services US Broadband Households Subscribing to Speci ed OTT Service
Q3/2019
Q1/2020
60
50
40
30
20
10
0
Net ix
Disney+
Hulu
Apple TV+
Amazon Prime Video © Parks Associates
As COVID-19 kept US broadband households more homebound than usual, video consumers had more time to engage with and try out different services that they can in turn recommend to others to use. The rise in NPS scores is an encouraging sign for service providers as they attempt to attract and acquire new customers while also attempting to regularly engage and retain existing customers. A compelling content offering coupled with a comprehensive user experience will drive brand loyalty and deeper engagement.
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