A Comparative Study of Netflix and Amazon Prime: Content, User Experience, and Customer Satisfaction

Abstract

The rapid growth of digital streaming services has transformed the entertainment industry by changing how consumers access, select, and consume audiovisual content. Netflix and Amazon Prime Video are two prominent streaming platforms that compete to attract and retain subscribers through diverse content libraries, personalized recommendations, technological features, and subscription plans. This study aims to comparatively examine Netflix and Amazon Prime Video in terms of content offerings, user experience, and customer satisfaction. It focuses on factors such as content variety, originality, regional language availability, interface design, ease of navigation, streaming quality, recommendation systems, subscription affordability, and perceived value for money. The study also seeks to understand how these factors influence consumer preferences and overall satisfaction with the two platforms. A quantitative research approach may be adopted by collecting primary data through a structured questionnaire administered to users of Netflix and Amazon Prime Video. The collected data can be analyzed using appropriate statistical techniques to identify similarities, differences, and relationships between platform features and customer satisfaction. The findings are expected to provide insights into consumer expectations, platform preferences, and the factors contributing to customer loyalty. The study may help streaming service providers improve their content strategies, enhance user experience, and develop customer-centric services in the competitive digital entertainment market.