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Survey

To better understand some of the issues found during the Secondary Research, we decided to run a quick survey with 44 Prime Video users. Of those, 40 were also Netflix subscribers and 30 (68,2%) consider think it has better navigation than other competitors.
"How would you rate your browsing experience on Amazon Prime Video?" From 'very hard (1)' to 'very easy (5)', 52,3% chose 3, a neutral score
"How would you rate your browsing experience on Amazon Prime Video?" From 'very hard (1)' to 'very easy (5)', 52,3% chose 3, a neutral score
"How would you rate your overall Amazon Prime Video experience?" From 'very dissatisfied (1)' to 'very satisfied (10'), 63,6% chose 7 or 8
"How would you rate your overall Amazon Prime Video experience?" From 'very dissatisfied (1)' to 'very satisfied (10'), 63,6% chose 7 or 8
Analysis of the answers to an open-ended question ("why did you choose that score on the previous question?")
Analysis of the answers to an open-ended question ("why did you choose that score on the previous question?")
Survey results

Survey and desk research conclusions

  • There are many issues with Prime Video's Search feature;
  • Many people think the product's interface could offer better experience;
  • Information architecture and categories can be improved;
  • Users want the freedom to choose audio and subtitle languages;
  • Recommendations need to be fine-tuned;
  • Quality and variety of content are Prime Video's strong points;
  • Many streaming users think Netflix's interface and user experience is superior than Prime Video's.
 
 
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