Netflix and Amazon are two of the biggest players in the video streaming space today. Which one will ultimately win the battle for streaming supremacy?
You could name a winner based on a whole bunch of different criteria, such as the quantity of movies and TV shows offered, the quality of the original content, the price and the overall user experience. However, the results of a recent report from global intelligence firm Strategy Analytics may be pretty telling.
Amazon Prime subscribers still prefer to get their video streaming on through Netflix, according to the report. The study found that 63 percent of Amazon Prime subscribers used Netflix in the previous month compared to 59 percent using Amazon Instant Video in that same month. What's more, 40 percent of Amazon Prime subscribers solely used Netflix in the previous month, while 36 percent of them used only Amazon Instant Video. Overall, 23 percent of Amazon Prime subscribers used both streaming services, according to the study.
These results are pretty interesting considering the fact that access to Amazon Instant Video comes with an Amazon Prime subscription, while Amazon Prime subscribers have to pay an additional cost to access Netflix. A subscription to Amazon Prime, which also includes features like free two-day shipping from Amazon, unlimited music streaming and access to the Kindle Owners' Lending Library, costs $99 per year, while a subscription to Netflix Instant Streaming costs $7.99 a month. Because they're willing to spend additional money on Netflix, Amazon Prime users might feel that they're getting something out of Netflix that Amazon Instant Video doesn't offer them yet.
Strategy Analytics polled nearly 5,000 people in the United States, the United Kingdom, Germany and France late last year for this survey. It appears that people around the world find more value in some Amazon Prime features than others. For instance, the survey found that Americans are twice as likely as the Brits to say Amazon Prime's free two-day shipping is "very important" when deciding whether or not to subscribe to the service.
The global intelligence firm also found that among U.S. adults that don't currently subscribe to Amazon Prime, 12 percent said they are "somewhat likely" to subscribe within the next year, while 4 percent said they are "very likely" to sign up. Unfortunately for Amazon, 53 percent of respondents said they don't plan on subscribing to Amazon Prime because the price is too high. Clearly, that's something Amazon might want to consider changing if it ever hopes to end Netflix's dominance in the video streaming space.