Welcome to Day 9 of "25 Brands Unwrapped." Throughout this campaign, we are utilizing synthetic personas generated from U.S. government data to conduct deep-dive audits into major global brands.
Today, we analyze Netflix!
The following data represents the responses from 1,000 synthetic respondents. The survey covers brand perception, leadership sentiment, product value, and competitive threats.
What is the first word that comes to your mind when you hear Netflix?
Streaming: 60.1%, Binge: 9.0%, Movies: 8.2%, Entertainment: 7.3%
How would you describe the "typical" customer of Netflix?
"Someone who likes on‑demand movies and TV, probably younger or a family, who binge watches in the evenings and wants easy, cheap entertainment."
"A typical Netflix customer is someone who wants easy, on-demand entertainment — people who watch at home after work, binge-watchers, families, and also many international viewers looking for shows in their language."
"Someone who wants easy access to shows and movies for the family, likes to binge on evenings after work, and looks for kids’ programs for their children."
If you could rename Netflix to describe what it actually is, what would you call it?
'BingeStream' (212 mentions), 'StreamHub' (153 mentions), 'BingeHub' (141 mentions)
Describe Netflix in exactly three words.
Convenient: 79.2%, Expensive: 49.8%, Entertaining: 35.0%
If you could fire the CEO of Netflix, would you? (Yes/No)
No: 97.6%
Yes: 2.4%
If you met the CEO of Netflix, what is the first question you would ask them?
'How will you keep subscriptions affordable for older customers on fixed incomes?'
'Why do subscription prices keep going up?'
'Why do prices keep going up while shows keep disappearing?'
What is the maximum price (in dollars) you would pay for Netflix before walking away?
Average: $15.70
If you could change one thing about the product, what would it be?
'Lower the monthly price.'
'Improve content discovery and recommendations, so I spend less time searching and more time watching.' 'Better curation — fewer filler originals and more consistent, high-quality shows and movies.'
What is the one thing we could add to this product that would make it worth double the current price to you?
'Live sports'
'Include live sports and first-run theatrical releases as part of the subscription.'
'Add live sports and local channels so it feels like a full TV replacement.'
'Add full live sports (college football/NFL) and local big games included in the package.'
Who is the biggest threat to Netflix?
'Disney+' (333 mentions),
'Amazon Prime Video' (82 mentions),
What is the best alternative to Netflix?
'Amazon Prime Video' (809 mentions)
'Disney+' (87 mentions)
'Hulu' (36 mentions)
'YouTube' (16 mentions)
Why haven’t you switched to a competitor yet?
"It has the shows I watch, and I'm used to the interface; switching feels like a hassle, and I don't want to lose saved shows."
"I haven't switched because I have some shows I'm following on Netflix, and because switching costs and multiple subscriptions are expensive for me."
What would Netflix have to do to lose your business forever?
"Raise prices a lot and pull the shows I watch, or make it unusable for people without home internet."
"If they raised prices very high, removed local-language subtitles or my favorite shows, and made the service worse for people with slow internet, I would leave forever."
"Raise prices a lot, fill every show with ads, and remove the kids' content we watch — then I would cancel and never come back."
On a scale of 0-10, how much do you trust Netflix?
Average Score: 5.8
Do you think Netflix’s best days are ahead of it or behind it?
Ahead: 51.3%
Behind: 48.7%
If Netflix went out of business tomorrow, would you care? (Yes/No)
No: 77.3%
Yes: 22.7%
Does Netflix actually care about its customers? (Yes/No)
No: 99.2%
Yes: 0.8%
Do you know the name of Netflix’s CEO? (Yes/No)
No: 81.9%
Yes: 18.1%
Does the CEO’s public behavior make you less likely to buy from Netflix? (Yes/No)
No: 74.2%
Yes: 25.8%
Do you think Netflix's leadership is competent? (Yes/No)
Yes: 59.8%
No: 40.2%
Do you think the CEO uses their own product? (Yes/No)
Yes: 91.7%
No: 8.3%
Do the executives at Netflix seem out of touch with reality? (Yes/No)
Yes: 64.8%
No: 35.2%
Is Netflix worth the money? (Yes/No)
No: 53.7%
Yes: 46.3%
If Netflix raised its prices by 10%, would you still buy it? (Yes/No)
No: 63.8%
Yes: 36.2%
If a competitor offered a similar product at a slightly lower price, how likely would you be to switch? (Likert scale) Average Score: 3.7.
Distribution: Score 2: 5.6%, Score 3: 24.6%, Score 4: 67.4%, Score 5: 2.4%
Has Netflix's quality declined recently? (Yes/No)
Yes: 94.2%
No: 5.8%
Is Netflix too "woke"? (Yes/No)
No: 82.0%
Yes: 18.0%
Are you loyal to Netflix because you like it, or because you’re stuck? (Yes/No)
Like it: 87.2%
Stuck: 9.4%
Not loyal: 3.4%
Do you think Netflix will exist in 10 years? (Yes/No)
Yes: 99.6%
No: 0.4%
See you tomorrow for Day 10!