Apple TV+ had high customer expectations when it launched in November of 2019. Not only does Apple have a legacy of customer-centricity, but the platform was entering a competitive market, with the likes of Netflix, Hulu, Amazon Prime, and more.
UserTesting, a platform that connects organizations to their customers, recently conducted a streaming service experience evaluation of Apple TV+ and several other key streaming services (methodology below my signature), and found the following:
- Apple TV+ had the lowest overall experience score of streaming platforms (83), when compared to Netflix (90), Disney+ (90), Hulu (90), HBO Now (87), Amazon Prime (87)
- When asked how the platform met expectations, 46% of respondents shared that Apple TV+ met their expectations, with 27% noting that it fell short, and 27% saying it exceeded expectations
- After working with the platform, compared to other streaming services (Netflix, Hulu, Amazon Prime, etc.), 40% of participants claimed they are less likely to return to Apple TV+