Streamers Struggling to Differentiate with Original Programming

In Hub Entertainment Research’s latest The Evolution of Video Branding study, consumers report struggling to identify meaningful differences between streaming platforms when it comes to value, usability or distinct content offerings.

Exclusive originals is considered a top “differentiating” feature among all leading streaming services, but less than half of consumers could correctly pinpoint where they could watch signature shows such as Landman (Paramount+), The Pitt (HBO Max) and High Potential (Hulu/Disney+). Barely one out of ten consumers could correctly identify where the watch Heated Rivalry (HBO Max).

YouTube has continued to encroach on traditional streamer territory, with its growing portfolio of long-form viewing. While many viewers still consider YouTube primarily a social/creator platform, a similar amount of people consider YouTube more of a “TV network/streaming service.” For younger viewers, 32 percent consider YouTube more of a “TV/streaming service,” as opposed to only 24 percent of viewers over 35.

“As the industry faces more consolidation, streamers need to consider how their originals strategy can move beyond seasonal hits and lever up to more brand-defining distinctions that make them stand out from the crowd,” said Jason Platt Zolov, senior consultant for Hub and study author. “Being able to clearly own ‘quality,’ ‘value’ or a specific genre of content in the eyes of consumers is critical to get them to say yes to a service, especially when they can’t remember where to watch specific shows.”