Netflix, Amazon, NBC Earn High Brand Ratings18 Feb, 2014 By: Chris Tribbey
Netflix and Amazon tied for the highest score for meeting consumer expectations and brand loyalty among online video streaming companies, according to the 18th annual 2014 Brand Keys Customer Loyalty Engagement Index.
Netflix and Amazon both scored an 88% in terms of meeting consumer expectations, with iTunes, Google Play, Hulu and YouTube behind. Vudu and CinemaNow also made the top 10.
Overall, the results saw the “highest levels of emotional consumer expectations for products and services in two decades,” according to the report, with results in the sports and entertainment category up more than 25%. The report gathered consumer responses regarding trust in content, compelling storytelling and innovation and customization to come up with its results.
The National Football League scored highest among all brands (94%), followed by NBC’s evening news (92%), Call of Duty: Ghosts in the gaming category (92%) and Nike (91%).
“The difficult part, of course, is accurately measuring consumer expectations. Most brands don’t do that very well,“ said Robert Passikoff, president of research firm Brand Keys. “Categories that are more emotionally driven are likely to have higher expectations that grow faster. More rational categories have lower expectations and move more slowly.”