It’s one thing for consumers to have heard of you. It’s another thing for them to really understand your service and how it’s different from competitive products. The same Hub Entertainment
study to which we referred earlier found that in the US, apart from the 'big four” (Netflix, Prime Video, Hulu, and Disney+), there is a considerable gulf between those who have heard of the next tier of services, and those who are confident they could explain the brand and what it offers to someone else. In fact, for the next 7 services on the list, while an average of 85% of viewers were aware of the various brands, only 35% - fewer than half - considered themselves familiar with them.