Getting the balance between quality and quantity right will be crucial for online video providers in 2023. This analysis examines how consumer perceptions of Netflix's content have changed and what that means for the pioneering streamer and its rivals. 

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Summary

Getting the balance between content quality and quantity right will be crucial for video providers in 2023 as investors push for profitability and cost-of-living squeezed consumers become choosier. Data on how viewers rate Netflix and the major US streamers suggests leadership on quality and loyalty will become increasingly difficult to maintain, let alone grow.

Slowing growth has brought content quality into sharp focus

When Netflix’s subscription numbers declined last year, some commentators were quick to blame the service’s content. The quality of its catalog had clearly gotten steadily worse, they said, leading a growing body of consumers to vote with their wallets and unsubscribe. I was not so sure.