Netflix vs Prime Video: A User Experience and Retention Analysis

---

---

This analysis explores user preferences, engagement, and retention patterns between Netflix and Prime Video, two of the world’s largest streaming platforms. The goal of the was to understand what drives user satisfaction, platform loyalty, and churn, while highlighting the key differences in user experience between both platforms.

Data Source:

Primary data collected via survey questionnaires, with 245 valid responses from active streaming users.

Dataset Type: Categorical and quantitative survey data

Tool Used:Tableau

Objective

To analyze how users perceive, use, and retain subscriptions on Netflix and Prime Video — and to uncover insights that can inform better customer retention and user experience strategies for streaming platforms.

Data Collection and Analysis Process

1. Data Collection:

   Survey questionnaires were distributed to users, capturing demographics, subscription preferences, viewing habits, and satisfaction levels.

2. Data Cleaning:

   The responses were standardized and categorized to ensure consistency, removing incomplete or duplicate entries.

3. Dashboard Design in Tableau:

   • Built a three page dashboard:

     • User Overview Dashboard – to visualize demographic and platform preference data.

     • User Behavior & Experience Dashboard – to assess engagement, plan clarity, and setup experience.

     • Retention Insights Dashboard – to analyze loyalty, churn, and recommendation intent.

4. Analysis:

   Key metrics such as user preference, ease of setup, churn rates, and advocacy were compared across both platforms.

Insights & Findings

---

---

User Overview

• Total Responses: 243

• Netflix Streamers: 225

• Prime Streamers: 144

• Users of Both Platforms: 142

Demographics:

• 57.6% Male | 42.4% Female

The audience leans slightly male, which could impact the type of content they prefer and how often they watch.

Platform Preference:

• 155 users prefer Netflix, 16 prefer Prime, and 37 enjoy both equally.

Netflix clearly leads in brand preference.

Subscription Behavior:

• Netflix-only: 107 users

• Both platforms: 48 users

• Prime-only: 7 users

Netflix has stronger subscription ownership; Prime users are more likely to share or depend on bundled access.

Location: Most respondents are from Lagos, reflecting a concentration of users in Lagos State, though urban representation extends beyond Lagos.

User Behavior & Experience

---

---

Ease of Setup:

• Netflix: 55.6% rated setup easy or very easy.

• Prime: 19.8% rated setup easy or very easy.

Netflix offers a smoother and faster onboarding experience.

Plan Clarity:

• Netflix: 49.6% found plans clear.

• Prime: 23% found plans clear.

Netflix communicates plan details more effectively.

Usage Frequency:

• Netflix users stream more consistently — daily or several times a week.

• Prime users mostly stream less than once per week.

Netflix users demonstrate higher engagement on the platform.

Usage Duration:

• 176 users from the respondenst have been subscribed on at lease one of the platforms for over a year.

Retention Insights

---

---

Unsubscription Trends:

• Never unsubscribed: 105 users

• Netflix: 70 unsubscribed

• Prime: 42 unsubscribed

Netflix has a slightly higher churn rate, likely due to cost sensitivity.

Retention Drivers:

• Content Quality & Variety (132)

• Pricing & Flexibility (63)

• Features & Accessibility (40)

Strong content remains the top reason users stay subscribed.

Recommendation Likelihood:

• Netflix: 100 would recommend

• Prime: 8 would recommend

• Both: 87 would recommend both

Netflix has a significantly higher Net Promoter potential.

Onboarding Challenges:

• Netflix: Payment (47), navigation (40)

• Prime: Navigation (63), payment (54), long signup (42)

Prime faces greater onboarding friction and UX issues.

Comparative Summary

Category	Netflix	Prime Video	Key Takeaway
User Preference	155 prefer Netflix	16 prefer Prime	Netflix dominates in brand preference
Subscription Rate	107 Netflix-only users	7 Prime-only users	Netflix has stronger user commitment
Ease of Setup	55.6% easy setup	19.8% easy setup	Netflix onboarding is simpler
Plan Clarity	49.6% clear	23% clear	Netflix communicates plans better
Usage Frequency	Higher daily & weekly	Lower engagement	Netflix users stream more regularly
Churn	70 unsubscribed	42 unsubscribed	Netflix sees slightly higher churn
Recommendation Rate	100 Netflix	8 Prime	Netflix has stronger advocacy
Top Challenge	Payment issues	Navigation issues	Prime needs UX improvement

---

---

Recommendations

For Netflix

• Improve payment reliability to reduce failed transactions.

• Implement personalized retention offers (e.g., discounts, loyalty perks).

• Use advocacy programs to leverage brand champions and referrals.

For Prime Video

• Simplify the onboarding and navigation process, especially on mobile and smart TVs.

• Increase content localization and exclusive programming to attract regional users.

• Improve plan communication to clarify pricing and included benefits.

Conclusion

The analysis highlights Netflix’s dominance in user satisfaction, engagement, and loyalty, driven by content quality and platform usability.

Prime Video, while growing, needs to focus on simplifying its user experience and enhancing communication around its value proposition to compete effectively.

Overall, this project demonstrates how data-driven insights from user surveys can reveal actionable opportunities for improving retention and user experience in competitive digital industries.

The dashboard for this analysis can be viewed on tableau here: https://tabsoft.co/4oVk7ya

The raw data for the analysis can be downloaded here: https://bit.ly/NetflixVsPrime_Survey The cleaned data used for the analysis is here: https://bit.ly/NetflixVsPrime_Cleaned_Data