In order to set expectations, identify best practices and pinpoint performance gaps that could lead to improvement, we studied some of Amazon Prime Video's competitors.
- Netflix
- Hulu
- Disney+
Competitive analysis
Service
Name
Tags
Weak points
Strong points
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Download for offline viewing
Continue watching
Trivia and content info while watching
4K content included
Search bar
Recommendations
'Kids' interface
Per-person profiles
Bundle Services
Binge watch
Available on multiple devices
Original content
Content highlights
Watch together
• A lot of content requires an extra purchase.
• Outdated user interface that's especially clunky to use on PC.
• Lots of repeats and recommendations on the homepage that lean heavily toward Amazon’s original content rather than mainstream picks or hidden gems.
• Rentable content is mixed in with streaming options, with only a small label delineating between what’s free for Amazon Prime members and what you have to pay extra for, even if you’re one of those members.
• Poor information architecture.
• Inconsistency with subtitles and audio options.
• Content removed without notice.
• Has the most content.
• Has the most "high-quality" (rated 7.5 or higher on IMDb) movies.
• Included with Amazon Prime subscription, which offers other benefits.
• Available worldwide.
Download for offline viewing
Continue watching
Search bar
Recommendations
'Kids' interface
Per-person profiles
Browse curated collections
Binge watch
Available on multiple devices
Original content
Ad free version
Content preview from main page
Pick up where you left off
• It's losing some of its most popular content to other streaming services, including Friends, The Office, and Parks and Recreation.
• Netflix's algorithms basically choose which shows it thinks are best for you.
• Content removed without notice.
• Considered the gold standard for streaming services with the most original content.
• Has the most subscribers worldwide.
• Has the most "high-quality" (rated 8 or higher on IMDb) TV shows.
• Good information architecture.
• Available worldwide.
Live TV
Download for offline viewing
4K content included
Search bar
Recommendations
Per-person profiles
Bundle Services
Pause Subscription
Available on multiple devices
Original content
Ad free version
Content highlights
• Some of the more popular shows out there are already exclusive to other streaming services.
• The user interface can be tricky to navigate within a chosen show, as it's easy to confuse the button that starts the episode with the one that takes you to the series overview. And in the overview, the sliding between seasons and episodes isn't the smoothest.
• For users that don’t pay extra for Hulu’s ad-free tier, the many ads can be irritating and repetitive.
• Available only in the US.
• Has the most "high-quality" (rated 8 or higher on IMDb) TV shows.
• One of the only streaming services with a live TV option that can serve as a substitute for a cable subscription.
4K content included
Search bar
Recommendations
Per-person profiles
Download for offline viewing
Available on multiple devices
Original content
Ad free version
Content highlights
Watch together
• When it comes to total content, it's lacking compared to most of its major rivals.
• There’s not much content for those who aren't specifically Disney fans.
• The user interface needs work in order to catch up to Netflix's seamless experience.
• Ongoing technical issues.
• Inconsistent episode releases.
• Problems with subtitles.
• It's riding on the love for the Disney brand and its many properties, from Marvel to "Star Wars" to Pixar.
• An entire library of Disney content, from the most popular blockbusters to favourite Disney Channel shows from the 90s.
• Available in around 15 countries.
Most important features of video streaming services in the United States as of June 2020:
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