Who inspires the most trust? - A quantitative comparison of the user experience of Netflix, Amazon Prime Video and Disney+

Sandra Roth

29.7.2021

If you've already read one of our other articles comparing Netflix, Amazon Prime Video, and Disney+, feel free to skip the following introduction and read straight on to the "Trust" section.

The three established video-on-demand (VoD) providers Netflix, Amazon Prime Video and Disney+ all basically promise the same thing: watch whatever you like best at any time. And yet the implementation in the details and thus the success of the providers are different. Netflix currently leads the way with around 208 million subscribers worldwide, followed by Amazon Prime Video with strong growth in 2020 and currently around 150 million subscribers. Still quite new to the market, the provider Disney+ can count 100 million subscribers worldwide (as of 24.06.2021).

Do the numbers of subscribers also reflect the user experience with the product? Why do we like Netflix better than Amazon Prime Video or the other way around? Are there specific things we can name or is it simply the big picture that convinces us more with one provider than the other? Most of the time, we can't put it exactly into words, or it's just a couple of good experiences with the one product that inspires a positive feeling in us. That's why we tried to put into numbers what differentiates Netflix, Amazon Prime Video and Disney+ from each other and present our findings here.

To measure quantitatively, we used the User Experience Questionnaire + (UEQ+). The UEQ measures user experience based on 6 scales. Each scale has opposing word pairs that describe the experience (eg. complicated - simple). The UEQ+ is the modular version of the UEQ questionnaire and allows to choose from multiple scales. In this way, the survey can be better adapted to the respective product, since not all scales are suitable for all products.

The respondents were asked exclusively about their experience with one of the three providers in relation to TV usage. Thus, the results only reflect the experience of TV usage; mobile and PC usage are not included. We asked more than 60 respondents to rate the following five scales, 20 respondents per provider:

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The range of the scales is between -3 (terribly bad) and +3 (extremely good). Due to the calculation of mean values across different subjects with different opinions, it is extremely unlikely to observe values above +2 or below -2. This article describes the evaluation of the trust scale. The provider Amazon Prime Video scored best. Why is that? Feel free to read on.

Trust

"The user has the impression that the data she enters is in safe hands and will not be misused to her detriment."
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In the area of trust, Amazon Prime Video scores best with a mean score of 1.90. Netflix (1.34) and Disney+ (1.30) are very close in the mean scores. The scale of the mean values ranges from -3 to 3.

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Trust is a big concept that works on several levels and in different relationships. Trust in myself, in other people, in systems or in society, are some relationships in which it matters. In evaluating a video-on-demand provider, trust relates to our relationship with the digital world. The question whether we trust a VoD provider with our data undoubtedly resonates with the question whether we trust the systems of the digital world.
Trust also describes how we deal with uncertainties, lack of information or too much complexity. All these things can be resolved through trust and make life easier for us. An article from Spektrum sums it up very well: "Trust is a state between knowing and not knowing". Because when we trust a person or a thing, it means that not all information is available. Trust is therefore always associated with a lack of control and risk. If we are wrong, negative consequences can follow. At the same time, however, there are more opportunities for action. In the example of a video-on-demand provider, I entrust them with my data and in return can enter the world of series and films. How each of us deals with the feeling of trust depends on our personal experiences.

A question for each of us is also, what do we need as a prerequisite to trust? Do we need the human contact point to feel secure in our relationship with a system? Does trust build up continuously or is one decisive positive experience enough? The UEQ+ offers the following positive expressions to evaluate the term: secure, reputable, reliable and transparent.

Amazon Prime Video scores very well in terms of reliability (2.35 out of 3) and dependability (2.15 out of 3). The assumption is that experiences with the online retailer Amazon color the Amazon Prime Video brand. Every user who enjoys 'Prime benefits' with Amazon, in addition to access to Prime Video, also receives faster and free shipping on her order. Thus, the Prime membership has an effect on several areas. Linked to this is then also the shipping company and the parcel carrier, i.e. the person who reliably delivers the order. This can build trust with Amazon over a period of time and have a positive impact on ancillary products from the company. But just because the delivery of orders works so flawlessly and complaints are well organized, that doesn't mean Amazon won't use our personal data to our disadvantage. Users also do not find out how Amazon is positioned in the area of cybersecurity. Thus, the scores for transparency and security are also lower.

In general, it is difficult to justify the scale trust over the user interface of Netflix or Disney+. As described above, the high rating for Amazon Prime Video in the categories reputable and reliable is worth mentioning. All three providers meet the usual standards in the registration process and handle the data similarly. Changing personal data is only possible via the desktop login for Netflix and Amazon Prime Video, or via the Amazon app. Whether this is done for security reasons or for more trust in terms of data security remains to be seen. The notification via email from Netflix as soon as a new device logs in gives you a feeling of control and reliability. However, if someone unknown really logs in, the room for maneuver is again limited. The option in such a case is to change your password and report the incident to the provider. This in turn requires trust that the provider will provide the necessary protection and act correctly.

If you want to participate in the benefits of the digital world, you (still) have to accept certain compromises on the subject of data protection, namely in particular in the areas of transparency and security. Many digital processes are too complex to comprehend. Future developments are too unpredictable to be able to anticipate what will be possible at some point. Do we need a certain indifference to our own skepticism in order to participate in digital life?
In the end, it remains a very personal question that everyone must clarify with themselves. Do I trust or do I not trust?

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This blog article is part of the series "A quantitative comparison of the user experience of Netflix, Amazon Prime Video and Disney +". If you're interested in how the three providers scored on the other four scales, we'll link to the articles here.

Who's the most novel?

Is dependability the determining factor?

The importance of aesthetics for UX

How perspicuous does a VOD provider have to be?

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