A study from Wall Street investment bank Morgan Stanley says that 39 per cent of US consumers surveyed believe that Netflix offers the “best original programming”.

This time last year the same study found that 33 per cent of viewers rated Netflix as Number 1 in original programming. The bank’s study surveyed 3100 adults aged 18 or over, and was carried out in March, and was nationally representative in terms of age, gender and religion.

This year HBO maintains the Number 2 slot at 14 per cent while Amazon Prime’s original video offerings languished with a 5 per cent. HBO produced global hits Westworld and Game of Thrones.

Just 4 per cent of Americans surveyed said Hulu has the “best original programming,” followed by Showtime Networks at 3 per cent, Starz was at 2 per cent and Cinemax at 1 per cent.

Morgan Stanley cites Netflix programming hits such as Stranger Things, the re-make of Lost in Space, Black Mirror and House of Cards as helping drive popularity.

While nobody doubts the accuracy and fairness of the survey, it is worth remembering that Morgan Stanley is more than casually committed to Netflix as one of the operator’s key bankers, helping raise significant financing for Netflix expansion.

Categories: Articles, Consumer Behaviour, Content, OTT, Research, VOD