MUMBAI: Low cost and viewing flexibility give over-the-top
(OTT) service Netflix an advantage over pay-TV VoD and premium
broadcast TV in the US, according to a new study from Parks
Associates on consumer video viewing.
study, 'Choosing Content: Viewing Video', found Netflix Watch
Instantly rate higher in customer satisfaction than premium
broadcast TV. Netflix also topped pay-TV VOD in terms of cost.
Associates director research Brett Sappington said, Consumers
can pay for a month of Netflix for about the same amount as
for two pay-TV VOD movies. Parks Associates research shows
consumers know the quality of the OTT service is not comparable
to pay-TV quality, but the cost-benefit comparison is enough
to affect their purchase decisions.