We analyzed 800 reviews about Netflix

Does this streaming giant still win the hearts of users?

Netflix is a video streaming service with 130 million memberships in over 190 countries. They offer TV series, documentaries and movies across a wide variety of genres and languages.

The video streaming market is heating up, with Apple and Disney looking to win market share in a major way. We wanted to see what subscribers were saying about one of the original streaming giants. So we ran 800 Trustpilot reviews about Netflix through Gavagai Explorer and some things we learned really surprised us!

Here are 3 things we found interesting!

The topic “selection” is the most impactful positive driver. It’s mentioned in 12% of texts overall, but is associated with an average grade that is 29% higher than the average grade. However, the occurrence of “selection” in reviews has steadily decreased every year from 2011 to 2019 – from 50% to less than 10%.

The topic “customer service” is the most frequent topic, mentioned in 32% of the reviews. It has a grade of 2,72 / 5 which is below the average grade of 2,9 / 5, and frequently occurs in relation to the topic “paying”.

Although the topic “account” is mentioned less frequently than the average, it is the biggest negative driver in this analysis. When we take a closer look, we can see that the topic is often mentioned together with topics related to cancellation, and also the topic “hacked”. “Hacked” only started occurring together with “account” in 2016 and has grown in occurrence since then.

What does this mean for Netflix?

When Netflix first started getting reviews on Trustpilot in 2011, it seems people were very impressed by the selection available. Over time, it seems that this factor is not as talked about. It’s steady decline in review occurrence could point to a change in customer expectation over time, but might also indicate a less positive view on Netflix’s selection today.

We also know that competition over streaming rights for shows and movies is heating up, with Disney pulling it’s titles from Netflix in favor of its own service.

There may be reason to look into account management, as cancellation issues and account security may deter some customers. Payment and customer service also seem to be pain points for some. Re-acquisition of churned users will be an important factor, as the growing variety on the market may entice customers to move around between services. If that sense, having the overall customer experience move smoothly becomes important, even related to cancellation.


Want to try this kind of analysis on your own data?

Gavagai Explorer is free to try (no credit card needed) and works in 46 languages.

Book a demo to find out more!

Gavagai is a Swedish language-tech company using advanced AI to help businesses analyze text and feedback – so they can understand their customers better. Spun off from the Swedish Institute of Computer Science, our Word Space Technology has grown and improved over 20 years, and our research team has published more than 400 academic papers.