New research from investment bank and financial services giant Morgan Stanley has found that cable cutters once again rank Netflix as the streaming service with the best original content. According to the survey, over 40% of streaming video consumers voted that Netflix has the best original streaming programming, up from 39% who voted last year. The streaming service with the next highest percentage of first-place votes was HBO, with 11%. Now that Game of Thrones has concluded, that percentage could drop significantly.
The second-best answer was “don’t know,” with 32% of responses. Thus, while Netflix may have won this round, it seems most cable cutters don’t have strong opinions when it comes to other original content. Netflix does indeed boast some of the most high-profile streaming originals like Stranger Things, The Unbreakable Kimmy Schmidt, Black Mirror, and Orange is the New Black.
Still, Hulu has its own set of award-winning original programming, but only raked in about 6% of the overall votes for best original streaming programming. That may be set to change, however, now that Hulu parent company Disney is launching Disney+. “With Disney taking full operational control of Hulu, we expect Disney to leverage its content production and [intellectual property] portfolio to drive more original programming at Hulu,” Morgan Stanley analysts predicted. Finally, of the big three streaming video providers, 5% of respondents said Amazon Prime Video has the best originals.
Interestingly, while the survey might have signaled that consumers prefer Netflix originals, it also may have revealed that Hulu contributes more to cord-cutting than Big Red. Over 33% of Hulu subscribers said they did not pay for a traditional cable or satellite pay TV service, compared to just 27% of Netflix respondents and 22% overall respondents. Can Netflix stay on top without a live television component? Are strong originals enough to survive in today’s streaming market?
Of course, everything is set to change in just a few short months when Disney+ lands like a conquering alien mothership, changing the course of streaming video forever. Will Netflix be able to stay atop once new Disney, Marvel, and Star Wars originals premiere?