Streamed and Confused: How the Streaming Services Make for a Mass of Confusion
Liz Goodgold
Brand Champion | Brand Strategy & Positioning | Keynote Speaker | TV Regular: Good Biz with Liz | Consumer Insight | Customer Experience |Certified "Word Girl" Creating Brand Names & Taglines | Coffee Lover
US households now subscribe to an average of 3.1 streaming services, up from 2.7 one year ago. I get it: movie theatres are mostly closed, dining out is virtually nonexistent, and attending live sporting events is a thing of the past. But, these streaming wars have left me confused when it comes to their nomenclature. Why isn’t their naming simple and logical?
HBO
There are 3 available services: HBO MAX, HBO GO, and HBO NOW. Really? And, HBO NOW has changed its name and will now simply be known as HBO. See the problem?
Disney+
Disney entered the market with a big bang and with perfect timing. Boasting 86.8 million paid subscribers, it offers enough kid-friendly and hero-workshop movies to keep viewers of all ages entertained for ages.
Discovery+
Launched just this week, it unlocks millions of hours of DIY home and kitchen projects. From HGTV to the Food Network to TLC, it’s all there. However, the $4.99 monthly subscription includes commercials! You must upgrade to the $6.99/month version called (wait for it) discovery+ (Ad-Free).
Apple TV+
My issue with Apple TV is that Once you log in, you’re faced with a barrage of programing that is available to rent. In other words, it’s not free even if you’re forking over the $4.99 fee every month. The secret is to keep scrolling down to eventually find Apple TV+ which unlocks the free programming. Jeez!
Hulu
Hulu, which is owned by Disney, just inked a deal with Viacom to add 14 cable networks to the streaming service. The catch is that it’s free on Hulu + Live TV (Yep! That’s the name). But, don’t confuse it with the other options from Hulu including Hulu ($5.99/month), Hulu No Ads ($11.99/month), Hulu + Live TV $64.99/month, and Hulu No Ads + Live TV ($70.99/month).
A confused prospect never buys.
The Lesson:
Distinctly name and price your services. It’s a savvy move to offer 3 levels of service, but think before simply adding “+” to a name. And, remember: a confused prospect never buys.
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