Protobrand’s Meta4 Insight Uncovers Emotional Drivers for Xfinity & Netflix

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Understanding the differences between traditional entertainment and newer streaming services by exploring the subconscious through visual metaphor research.

Emotion of Devotion: Netflix & Xfinity

Emotion of Devotion: Netflix & Xfinity

"On the surface level, recognition and approval of Netflix and Xfinity are fairly similar...however, when you dig into the Meta4 Insight data, we can see that the subconscious response each brand creates is totally different."

Protobrand released the results of its latest research study exploring relationship between traditional cable providers and newer streaming services. The Meta4 Insight study looked specifically at Xfinity and Netflix, two market share leaders who typify the competitive landscape. Protobrand used a combination of metaphor elicitation visual exercises, response latency tests, and traditional cognitive survey questions to discover the differences in emotional drivers to and from these brands.

As streaming services become increasingly common and navigable for all levels of internet users, traditional television providers are feeling a tug on their market share. Each side offers benefits the other cannot match: Netflix provides convenient streaming that can be consumed anywhere, on any device. Xfinity provides stability in service as well as a much broader range of available programs and services, such as live television and internet. Both Netflix and Xfinity continually broaden the scope of their services to attempt to gain an upper hand: for example, Netflix has poured money into developing it’s own programming. Though Netflix and Xfinity are not direct competitors, they share a user base with the potential to steal away users from the opposite service.

“Our quantitative research shows that on the surface level, recognition and approval of Netflix and Xfinity are fairly similar,” said Protobrand CEO Anders Bengtsson during the live webinar. “However, when you dig into the Meta4 Insight data, we can see that the subconscious response each brand creates is totally different.”

Beyond the implicit serenity entertainment provides, Netflix provides the additional emotional benefit of empowerment through the freedom of choice and uninterrupted, adventurous enjoyment. Xfinity users can conversely feel trapped into plans that provide diminishing returns. From this difference Protobrand discovered a trend of “cord-cutters,” users who leave traditional brands for newer, cost-effective services. Head to Protobrand’s website to view the full deck and explore the Meta4 Insight responses and insights.

Protobrand is an independent research and branding company specializing in uncovering emotional insights. Through Meta4 Insight™, an application for online metaphor elicitation, we reveal people’s subconscious minds to develop insights that create emotionally resonant brand relationships. Meta4 Insight builds upon decades of academic thought and scientific research into the workings of the human mind. Clients include Disney, P&G, AOL, Bank of America, Target, and Unilever among others.

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Anders Bengtsson
Protobrand
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