Apple TV+ Ranks Last in Interface, Content & Overall Satisfaction in Recent Study

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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