Consumers prefer over-the-top services like Netflix and Amazon to traditional pay TV services at almost “every stage of the customer journey,” according to research by billing company Paywizard.
Respondents gave OTT providers higher positive ratings in eight out of 10 categories – including making sign-up easy, recommending content, dealing with billing, and facilitating service cancellation.
The only two areas where traditional operators performed better than OTT rivals in terms of providing a positive experience were for users contacting customer services, and for upgrading or downgrading their package.
“We can see that there are slight variations between the markets we surveyed, but what is most clear is that the situation is broadly that same across the board: Traditional pay TV providers have a lot of work to do to ensure a positive customer experience, and OTT services cannot take it for granted that their subscribers are happy at each point of consumer engagement,” said Paywizard CEO Bhavesh Vaghela.
The research is based on a survey of more than 3,000 consumers across three bellwether markets – the UK, US and the Philippines. Access the full report by clicking here.