Project Report

On
Comparative Analysis on Customer Preference between Netflix and Amazon
Prime Video

Submitted in Partial Fulfillment for the

Award of the Degree of Bachelor

of Business Administration (2019-2022)

Under the Supervision of: Submitted By:

Dr. Bharti Chaudhary Aman Kumar Gupta
Professor (MAIMS) 00414701719

Maharaja Agrasen Institute of Management Studies Affiliated to Guru

Gobind Singh lndraprastha University, Delhi PSP Area, Plot No. 1, Sector
22, Rohini, Delhi 110086, India
Objectives of the Study

 To
understand which of the two companies are
more popular among the customers.

 To identify which of the two companies are better

based on different factors, namely- content, price,
interface, device support etc.

 To indentify the shortcoming of both the companies

Chapter – 1 : Introduction
When making a choice, one of the simplest method that any
individual can use is to make comparison between at least two
items, known as comparative analysis. Depending on the feature
that is the most important to you - price, quality, durability, you will
compare two products and using your knowledge in order to decide
upon which product to buy. Comparative analysis is extended also
to business industries, where appraisers conduct more complex
analysis, depending on the items that are to be compared. Briefly, by
comparing two or more things you have a scope of discovering
something unknown about either one of the products which are
compared. However, in business, comparative analysis has a wide
application and does not involve only products, but also complete
sets of data. This data is generally analyzed to provide any scope of
improvement in the existing processes. At first sight, comparative
analysis seen like an easy research to conduct. However, as is the
This project is a comparative analysis between two leading video
streaming companies­AMAZON PRIME and NETFLIX. Ad-free
online streaming for movies and TV shows on virtually any device -
that is the promise of both Netflix and Amazon Prime Instant Video.
Netflix has a larger content library and apps for more platforms and
devices than that supported by Amazon Prime. Netflix also offers
subtitles (or closed-captioning) for more TV shows.
The biggest bone of contention between Amazon Prime and Netflix
has been the size of the content library. Amazon Prime has a smaller
library of available titles, but tends to offers more of the latest
movies and TV shows for instant watching. Netflix, on the other
hand only offers TV shows and movies that are over a year old (with
the exception of Netflix's own productions), but has a much larger
library of shows and movies than Amazon.
Chapter -2 : Company Profile
NETFLIX
Netflix Inc. is in the home video entertainment market, within the larger video
entertainment industry. Horizontal markets include Airline, Hotel and Theater
video entertainment markets. All four markets together make up the industry.
Video rental and retail combined made Netflix's market worth $26.7 billion in
2008. (BBi) The market is segmented into a number of strategic groups,
which include brick and mortar rental and sales, DVD vending kiosks, online
rentals and sales, mail-delivery services, and video-on-demand services
accessible through the television.

Due to rapid technology convergence, which characterizes the quality of the

disruptive technologies, the rental portion of the market is changing from
physical rentals to digital rentals, provided via streaming channels through
broadband-connected set-lop boxes, game consoles, and computers. All work
to bring streaming content straight to the consumer's television, making
 Netflix plans in India
.
At the time of login, Netflix offers four subscription options. The most basic option is a mobile­only offering
and it goes up to the premium offering. Here is a detailed look at all the Netflix subscription plans at offer in
India:

Mobile-only plan @199/month

As the name suggests, the mobile-only subscription provides the user access to all the content on their
mobile devices. Users can not watch Netflix content on a bigger screen using the Netflix mobile-only plan.
The Netflix subscription fee for the mobile-only offering is 199/month.

Basic plan @499/month

The basic Netflix subscription plan offers users access to Netflix content on one screen only. However,
unlike the mobile-only subscription plan, the users can use their subscription to access Netflix content on any
screen irrespective of the size. The Netflix subscription fee is 499/month.

Standard plan @649/month

The standard Netflix subscription plan offers users access to the entire Netflix content library on two screens
simultaneously. Users can make use of their subscription plan on multiple devices and multiple screen sizes.
The Netflix subscription fee for the standard offering is . 649/month.

Premium plan @799/month

The Premium Netflix subscription plan offers users access to the entire Netflix content library and all the
Netflix features. The plan can be used on four screens simultaneously and can be used on a mobile device,
AMAZON PRIME

Amazon Prime is a paid subscription service offered by Amazon that gives users
access to services that would otherwise be unavailable, or cost extra, to the typical
Amazon customer. This includes free two-day delivery (one-day in some areas), rapid
delivery for a fee through Prime Now, streaming music and video, and other benefits.
Amazon Prime also includes alternative delivery methods through their service called
Amazon Key and the proposed Amazon Prime Air. In April 20 I 8, Amazon reported
that Prime had more than I00 million subscribers worldwide .
Early history
In 2005, Amazon announced the creation of Amazon Prime, .a membership service
offering free two-day shipping within the contiguous United States on all eligible
purchases for a flat annual fee of $79 (equivalent to $10 I in 20 I 8), and discounted
one-day shipping rates. Amazon launched the program in Germany, Japan, and the
United Kingdom in 2007; in France (as "Amazon Premium") in 2008, in Italy in 2011,
in Canada in 2013 in India in July 2016 and in Mexico in March 2017. According to
Services offered by AMAZON PRIME VIDEO IN INDIA
Amazon Prime Plans, Price Amazon Prime is priced at Rs. 129 per month and Rs.
999 per year. And, the Prime Video service can be used in up to three devices, be it
smartphones, tablets, TVs, and laptops. Interestingly, Prime Video lets users stream
ad-free content across various languages. And, it lets users enjoy movies, original
series and content for kids as well. Also, Amazon does not require you to pay any
additional cost to stream HD or 4K content. What's more interesting is that Prime
Video comes along with other benefits such as Prime Music, Prime Reading, and
Prime Delivery that delivers parcels without any shipping fee. And, it includes the
Amazon Pay service, Amazon Pay Credit Card from ICICI and much more.
Amazon Prime is available in two different plans for its subscribers in India. There
is an annual plan that offers all benefits for Rs. 999 per year. The other one is a
monthly plan priced at Rs. 129 per month.

What are the Amazon Prime membership benefits?

With the Amazon Prime membership, subscribers can get many benefits such as
Chapter : 3 (Data Analysis /Learnings)
For the analysis, a survey was conducted through google forms containing a total of 10 questions
regarding comparison between Amazon Prime Videos and Netflix.
 A total of 100 responses were recorded.
 Amazon Prime appears to offer more cost savings, if it is acceptable to pay up front for one
year. Prime membership further offers the free shipping, free Kindle content and more possible
deals given all Amazon online shopping options. Netflix as well as Prime present attractive
catalogs. However, the Netflix catalog can change quite frequently, and without notice, for
movies and television series might be available one day and get pulled the next.
 Netflix's monthly fee offers flexibility to join, stop the service, and re-join if it is desired.
Netflix at this time has a larger archive compared with Prime. Prime is expanding its content
selection constantly, and over time may lessen this difference.
 Amazon has invested in building the Prime Video library as the biggest any streaming service
has to offer. With over 17,000 movies on Amazon compared with less than 4,000 movies on
Netflix, it is not likely that Netflix will ever be able to catch up with the sheer size of the
Amazon movie library. But if TV shows are included, Netflix has over 100,000 titles in its
libra1y, which is comparable to that of Amazon
 Amazon allows download of videos for offline viewing. Until December 2016,
Netflix did not allow this. In December 2016, Netflix began allowing
downloads of a limited number of videos for offline viewing. In the
beginning, only Netflix original series were allowed to be downloaded. Netflix
has said it is working on making a majority of the content available on its
platform available for download.
 Amazon Instant Video is currently available within the 50 United States and the
District of Columbia. Amazon is not available in Puerto Rico, Guam or any
other U.S. territory. Netflix is available in many countries, including the US,
Canada, Mexico, South America, the UK, Ireland, and Nordic countries
(excluding Iceland). The available content varies depending on the region.
 Netflix first won critical acclaim for its original series like House of Cards and
Orange is the New Black. It also produced a new season of the cult classic
Arrested Development. Other original Netflix series include Stranger Things,
Narcos, Sacred Games, new seasons of Black Mirror, 13 Reasons Why, Ozark,
Lilyhammer, Hemlock Grove, Bad Samaritans and Marco Polo..The most
popular Amazon Prime original series have been Transparent, The Marvelous
Mrs. Maisel, The Man in the High Castle, Jack Ryan, Sneaky Pete, Boschand
 Chapter – 4 Conclusions
 Video quality is generally very good on Amazon Prime Video, and it's remarkable that the service
doesn't charge more money for titles that are available to be streamed in up to 4K with HOR and
Dolby Atmos. Wherever the content allows, soundtracks are offered in Dolby 5.1 surround. Still,
some people have observed that Prime Video's quality can vary, even with very fast internet
connections, so your experience may vary.
 Netflix, meanwhile, has one of the most consistent interfaces, with only slight changes from one
device to another that are usually designed to embrace the strengths of a certain platform, like its
mobile-optimized apps for Android and iOS. You can have multiple user profiles, each with its own
unique recommendations, a kids-only profile to keep things perfectly PG-rated, and if you get tired
of browsing the wide range of categorized content, an excellent search function is never far away.
 Video and audio quality on Netflix is superb. The company has mastered the art of adjusting its
level of video compression to match your internet connection speed, so unless you intentionally set
the video quality to a lower level to conserve data, you should get crystal-clear picture and sound-
especially if you're on the Premium plan. As with Amazon Prime, 5.1 Dolby surround is available
for most movies and shows, unless Dolby Atmos is offered as a higher level (assuming your A/V
gear supports it).
 With top-quality audio and video, as well as a user interface that we Jove (despite the annoying
 Amazon's interface can be a bit unwieldy. It varies in style and usability from one device to
another, with the best experience (no surprise) on its own Fire TV media streamers, while the
execution on some smart TVs is less intuitive. The web interface for Prime Video is presented
as a section within Amazon's online store, rather than its own, stand-alone experience. This
can be a bit jarring, especially when you're trying to figure out how to search for a movie. The
big search bar at the top of the screen is the right place, but it sure does look like you're about
to search Amazon.com, not Amazon Prime Video. Amazon does not offer multiple user
profiles for Prime Video, and its video recommendation engine isn't especially sophisticated.
 There's a reason Netflix has more subscribers than any other streaming video service - and
by a very wide margin. It's a fantastic way to watch ad-free movies and TV shows, and
the company's investments in both licensed and original content mean there's always
something worth watching. If having access lo the best selection of video content, delivered
via a well­thought-out and consistent interface, matters to you, we think it's the best choice.
 However, even Netflix Standard can still put a dent in your budget, so if you've already got an
Amazon Prime membership for its various other benefits, it makes a lot of sense to see if
Prime Video can quench your entertainment thirst. After all, you're already paying for it.
 If you're not sure which to choose, we'd say both. These days, having a few streaming
 Suggestions
FOR NETFLIX
 Netflix should focus on their pricing and should
work towards reducing it as this is one of the major
factors that is drawing customers away.
 Netflix India should include shows and movies in
regional languages as well, this will help them
target greater customer base.
 Netflix should try and make their website more user
friendly
 Netflix should give its customers the option of
 FOR AMAZON PRIME VIDEO

 Eventhough amazon prime has the largest library of

movies but it is no match of Netflix when it comes to
TV shows, thus it should invest in this area as well.

 Amazon should focus on improving their quality of

content, this will attract more customers towards it.

 Amazon should focus on spending more money on

promotional activities so that more and more people are
aware of it.
 Limitations of the study
 To make mistake is human nature and I'm no exception. I have tried to
make this project approachable and helpful for the company and tried
collecting sufficient and reliable amount of data from various sources of
information provider. I accept the occurrence of intermittent mistakes that
could happen will recording the primary data from the respondent and I
do accept my mistake sincerely.
 Time Consuming Process:
Those sample sizes for the customer could not have been large due to
time constraints, it was at 51 only
 Limited coverage:
The survey was conducted in National capital region (NCR) only.
 Error of Biasedness:
This error might have occurred while recording the responses of the
 Time Constraint:
Time was the major constraint for conducting study.

 Error of Questionnaire Design:

The questionnaire design might not be appropriate to collect the information
from the respondents.

 Other Errors:
While condncting the survey unavoidable error kept in such as, non-response
error, and inaccuracy in response.
 References
RESEARCH PAPERS
 House of Netflix: Streaming media and digital lore: Popular
communication­Feburary(2018)-
https://www.researchgate.net/institution/University_of_Nevada_
Las_Vegas
 Amazon Vs Netflix: Who will win Indian battleground: international
journal of multidisciplinary research and development - volumel ; issue
2; Feburary, page no. 140-14
http://www.allsubjectjournal.com/download/3733/5-2-2 0-726.pdf
 TV Got Better:Netflix's Original Programming Strategiesand Binge
Viewing: media industries journal 2.2(2015)
https:/lquod.Lib.umich.edu/m/mij/15031809.0002.206/--tv-got-better-
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Thank You