OVER THE LAST DECADE, the “likelihood to recommend” question in customer experience surveys for large companies has become something of a gold standard metric to predict a company’s future growth prospects, to measure its engagement levels among its customers, and also to compare a company’s performance to its competitors.
In July 2020 – only a few months before Netflix’s 10th year anniversary in Canada – Solutions Research Group asked a national sample of over 900 Canadians who streamed Netflix in the past whether they would recommend Netflix to others. As the chart below shows, the overall likely to recommend score is 88%, with a very high 65% saying they are ‘very’ likely to recommend.
Among young Canadians, the numbers are even higher. Over 90% of teens and 18-29s would recommend Netflix overall and 72% and 75% saying they would be “very likely” to do so. Across the board, the high scores reflect the extent to which Netflix has become a trusted and source of entertainment for Canadians of all ages in the past decade.
In its nearly 25 years of consumer research practice, SRG says these are among the highest satisfaction numbers it has seen for this question in any category it’s studied.
“As a point of comparison, when we asked Canadian TV subscribers the same question about their own TV providers, 28% say they are ‘very’ likely to recommend their TV provider nationally on average and another 34% say ’somewhat’ to a total of 62%. Providers should keep a close eye on their customer experience numbers as they evolve their product mix and pricing in the years ahead,” says the company.
