Bespoke Survey Insights

1. Consumers who use AI Chatbots describe a range of different activities that they use them for. A smattering of information, asking questions, entertainment, and work or school related help.

2. Based on our reading of fill-in responses, there is a mixture of hope for possible applications around AI and caution/fear around possible risks that could materialize from AI.

3. A relatively low percentage (7.7%) of consumers said they would buy a new
smartphone or laptop today if those devices worked better with AI related apps. At the
same time, only 35.6% said they would never do that. In between, the majority of
respondents either said possible in the future depending on what AI could do for them
(35%) or not right now based on their current use case for AI (21.8%).

4. The share of iPhone users who utilize Apple Pay and Apple Music has increased
considerably over the history of our survey.

5. Over the past year in particular, our survey has detected an improvement in sentiment toward Apple (overall, willingness to pay a premium for their products, etc).

1. Intentions to purchase an electric vehicle for their next vehicle purchase continue to move lower (currently sits at a series low).

2. Consumer opinions on the Tesla Cybertruck continue to skew neutral to negative.

3. In fill in responses, consumers wrote that they associated the Tesla Cybertruck with the words “ugly,” “boxy,” and “futuristic.”

4. Among those who said that they are interested in getting a Tesla, the share who said they are interested because it is an electric vehicle has declined over time. During the same period, the share who are interested in the tech and car features increased.

5. Over the past year, the share of those who own a car who think that their car is worth less than the amount they have left to pay on it has increased.

1. Consumers continue to view the Peloton brand as a brand that’s more for wealthy consumers than for all. The sentiment has been more flat/unchanged q/q.

2. Among those who aren’t currently customers of Peloton, the majority don’t have interest in app-only access.

3. There is a large delta in sentiment readings towards Peloton by respondents who are customers of the brand vs. respondents who are just aware of the brand. Customers love it, but those who aren’t customers view it as expensive, overpriced, and luxury.

4.Peloton customers are more likely to see Peloton as a fitness bike company while the broader population views it more as an exercise and wellness company.

5. Consumer interest in at-home fitness brands/products peaked during the pandemic and readings remain lower at the moment compared to that peak.

1. Sentiment toward both Ninja and Shark brands among consumers is very positive on an absolute basis and on a relative basis compared to peers

2. Ninja Kitchen has an NPS of 45.2 and Shark has an NPS of 36.6

3. Both Shark and Ninja are at the higher end of our rankings when it comes to awareness ownership conversion rate (ie, % of those who are aware of the brands who own products from the brands)

Highlighting five interesting takeaways from our 100+ page survey report on Netflix. If you are a client, login to view the full report. If you are not a client and want to learn more, email [email protected] or call 914-630-0512.

1. Consumer sentiment regarding Netflix is very positive, trailing only YouTube and Amazon, and ahead of a number of the other brands that we ask about including Paramount+, Disney+, and Apple TV+

2. Consumers feel more of a personal connection to Netflix relative to other brands including Disney+, Roku, ESPN, Roku, and Peacock, to name a few

3. The percentage of respondents who are on the Netflix Standard with ads subscription continues to increase

4. The share of Netflix subscribers considering cancelling at the moment declined sequentially. Those who are considering cancelling complain about price / say it’s too expensive

5. The share of Netflix watchers who had trouble accessing the account of someone they don’t live with (in the past month) increased for two consecutive waves since we started asking the question in July of 2023.

Key Takeaways:

• Streaming video has gained as the preferred method for consuming TV and film content over the history of our survey.
• The share of consumers who subscribe to cable, satellite, or telco television has declined over the history of our survey. An increasing share of those who do not have cable TV said they cancelled to use internet streaming services instead.
• Interest in ad-supported streaming platforms has grown sequentially over the past 4-6 quarters.
• Most of the engagement related topics on Netflix are consistent with what we observed in recent prior waves.

Full Report:

1. Sentiment based feedback toward both YouTube Music and Spotify remains positive

2. Consumers continue to shift their preferences toward picking individual song, interviews or playlists to listen to and away from picking a channel or station and having it play content for them

3. Sirius App Revamp: Consumers offer net-positive feedback around the design and interface of the revamped Sirius app. Among those who report having downloaded the app, feedback was generally positive (4.2 stars)

4. While consumers offered generally positive sentiments on the Sirius App – commentary on content on the app was more positive than commentary on interface

5. Among streaming music users, the top catalysts for choosing apps include ease of use, variety, price, and no ads

5. Consumers who use both both apps continue to prefer DoorDash over Uber Eats

4. DoorDash continues to be the top app that consumers use regularly or occasionally when ordering takeout food delivery

3. DoorDash has gained share in our survey across historical waves (i.e., an increasing share of users of the competition are also using DoorDash and a declining share of DoorDash users are also using the competition)

2. Self-Reported food delivery app usage has declined q/q and usage frequency among those who use food delivery softened sequentially in our survey

1. Among those who are using food delivery apps less frequently, the top reasons for reducing usage are nearly all related to cost and spending concerns.

Are people actually sharing their Netflix accounts less?

That was one of dozens of client questions we sought to answer in the 42nd volume of our quarterly streaming video survey. As we look forward to the 43rd volume of our streaming video survey due for release later this week, we look back at some helpful findings from our October survey.

Contact us for more info about how to get access to volume 43 to see how the data changed compared to three months ago ([email protected]).

Takeaway 1: Netflix subscribers indicate a reduction in account sharing

Takeaway 2: The share of Netflix subscribers on the Standard with Ads plan ticked up slightly over the course of the year, but remains the least popular option based on survey responses.

Takeaway 3: Of respondents on Standard with Ads, 18.9% said that they were sharing an account with someone they do not live with before they signed up. 39.6% said they were not previously accessing Netflix in any way and 34.8% said they were on a higher Netflix plan.

Takeaway 4: Originals are a big part of the Netflix viewing experience.

For this analysis, we uploaded 32,000 fill-ins across 40+ monthly waves to ChatGPT 4.0 along with a database of 3200+ titles of Netflix originals and asked ChatGPT to tell us what percentage of the last things watched by respondents each month were originals vs. non-originals.

When we asked ChatGPT to list the top titles mentioned and then asked it to cross-reference the originals database to label each as either original or non-original, 7 out of the top 10 names listed were Netflix Originals, with Stranger Things far and away taking the top spot.

We then asked ChatGPT to create word clouds of titles by category across all 32k+ fill-ins.

Takeaway 5: Pricing is an ever-present concern among respondents contemplating churning.

When asked if they were considering cancelling their Netflix subscriptions, 16.8% of respondents said yes, with pricing being their top concern. This concern with pricing has increased every year since we began asking this question, from 67 mentions in 2021 to 124 in 2023.

If the second half of our year was to be defined by one topic, that topic would be GLP-1s. With the rise of drugs such as Ozempic and Wegovy, GLP-1 medications have been all the rage in the later half of 2023 due to their weight loss and impulse suppression effects. Still, the share of consumers currently using GLP-1s remains relatively low for the moment as they’re in the early stages of consumer adoption. People on the drugs have reported to be consuming les calories and altering their behavior around food and eating. Across the consumer sector, the negative impacts that the drug has had on the market are most widely reflected on categories such as snack food and casual dining. In terms of TAM projections, there is clearly more interest amongst folks that suffer from conditions such as type 2 diabetes, sleep apnea, and obesity. We believe that the time series data that we will be tracking going forward will be especially useful in figuring out just how much of an effect these drugs will have on the market at large.

If 2023 will be remembered in history for one thing, it would be the rise of generative AI into the main stream. The introduction of AI chatbots such as ChatGPT have changed the way that we interact with technology forever, and it doesn’t look like it’s going to slow down any time soon. Even in our own work flow here at Bespoke Intel, we have begun implementing AI features into our research process to analyze our free text data. Over the course of the year we’ve run numerous surveys tracking AI chatbot and search trends. Awareness of the availability of AI chatbots has increased considerably over the course of the year. The share of consumers who use AI chatbots occasionally has increased sequentially over the course of the year, but the share that uses them regularly has declined M/M.