Customer’s top priority is convenience, affordability, speed, personalization of the video streaming and

high selection of titles. Netflix aims at being the top and only choice for its customers by providing a
more personalized, fast, convenient, high selection and yet affordable online streaming service than all
of the competitors.
N=Netflix, H= Hulu, R=Red-box Instant, A=Amazon, C=Comcast (Xfinity Streampix)

The perceptual map shows the difference between 5 video streaming businesses. It points out where
the company and its competitors are. Figure1 shows the measure between selection and
personalization. It helps to find that Netflix has high quality selection and high personalization, only Hulu
is in the same section with Netflix, which means at this part Hulu would be the most dangerous
competitor. Figure2 measures the convenience and economy. It points out that there are 3 companies
in the high convenience and high economy section which include Netflix, Hulu and Red-box. Amazon and
Comcast both are have high economy but inconvenience.