Apple is well known for its slick interfaces on consumer electronics, but their streaming service apparently doesn’t quite meet the same level of quality.
In fact, in a recent study from tech company Flixed, when participants were asked to rate their satisfaction with each service’s interface, Apple TV+ didn’t just rank badly, it was dead last behind Netflix, Hulu, Disney+ and even cable TV.
They also found last place when it comes to ease of finding new shows, ease of finding a specific show, overall content quality and variety of content. So not only does Apple TV+ make it hard to find content to watch, but customers simply don’t see it as a high-quality option.
When users were simply asked to choose their favorite platform, only 12% of active users of Apple TV+ in this study (and 3% of people overall in this study) said it was their favorite.
The one place where Apple TV+ actually didn’t rank last (it was next to last) was in content recommendations. Just 64% saying they liked the recommended content offerings, which was behind Netflix’s 70% but above Disney+’s 58%.
So what’s the reason? It’s likely that the other services are more well-established, but also that their content libraries are significantly larger. With more options, people are more likely to find something that fits their taste, leading to a generally better perception overall. Of course, that doesn’t explain why active users of the service aren’t fans.
Another interesting tidbit from the study was the fact that users spend a lot of time trying to find something to watch, with Americans spending an average of 24 hours – a full day – over the course of a year just browsing content.
If you’re curious, Netflix was on top of the list for ease of finding new content at 85% with Hulu close behind at 82%. Disney+ was in third place at 75% and cable found fourth at 68%.
This study involved just over 1,200 pay television and streaming users.
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