A Comparative Analysis Regarding Amazon Prime V/S Netflix on Content, Membership Price and Consumer Review Among Gen Z in Ahmedabad City

Devang Parmar; Mansi  Khatik; Jignesh Vidani

doi:10.59890/52nxs821

Authors

Devang Parmar LJ University Author
Mansi Khatik LJ University Author
Jignesh Vidani LJ University Author

DOI:

https://doi.org/10.59890/52nxs821

Keywords:

Netflix, Amazon Prime Video, Consumer Perception, Streaming Services, Content Strategy

Abstract

This study examines consumer perceptions of Netflix and Amazon Prime Video, two leading streaming platforms, to understand how they compare across various dimensions such as content selection, original programming, user interface, recommendation algorithms, and subscription pricing. Using a measurement scale with a Cronbach Alpha value of 0.891, the study indicates strong internal consistency, suggesting that the survey items effectively capture consumer opinions. The hypothesis testing reveals nuanced findings Netflix is preferred for its original content, with users perceiving it to have a greater focus on high-quality series. In contrast, Amazon Prime Video is viewed as offering more regionally localized material and more affordable subscription options. Both platforms were also seen as relatively similar in terms of content variety and user interface design, although users generally found Netflix more user-friendly. The study highlights significant areas of consumer preference, such as the perceived superiority of Netflix’s recommendation algorithm and content engagement. However, both platforms face challenges in terms of content fatigue and the need to constantly innovate to retain subscribers. These findings offer valuable implications for both services in refining their content strategies, improving the user experience, and revising pricing structures. Furthermore, the study suggests directions for future research, including the role of technological innovation, regional content preferences, and the psychological factors influencing user loyalty in the competitive streaming market

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