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[Maybell Hughs]

It may not have the sheer number of new titles each month as Netflix but Prime Video's focus on quality (in two meanings of the word) over quantity has won me round. Of course, Netflix is still often the place to watch some of my favourite movies, but Prime Video's hit rate is in my opinion, much higher. Here are 3 reasons why I think it's now the better option.

Perhaps that's a bit harsh on the big N, it has produced some fantastic shows and even Oscar-winning movies like All Quiet On the Western Front and Marriage Story, but I feel like a big proportion of releases now are either trashy reality TV (which has a place) or identikit teenage dramas.

In recent years Prime Video has had exclusive access to some of the best films released. Current best picture winner Everything, Everywhere, All at Once is only streaming on Prime Video for example, as is The Whale - the movie that won Brendan Fraser an Oscar and Triangle of Sadness (another Oscar nominee). Some movies are even making the switch from Netflix to Amazon, with the beautiful The Peanut Butter Falcon now instead on Prime Video.

When it comes to series, I'd have to give the edge to Netflix still (providing they don't cancel my favourites), but Amazon has been going big in this area recently. Spy thriller Citadel is one of the biggest budget TV shows ever made while there are also blockbuster fantasy series like Lord of the Rings: The Rings of Power and The Wheel of Time. The Marvelous Mrs Maisel and The Boys are fantastic but my favourite Prime Video exclusive is US Office creator Greg Daniels' Upload.

Also in Amazon's favour is the fact that the standard Netflix plan will only offer up to 1080p streaming. If you have one of the best TVs you'll have to upgrade to Netflix Premium (15.99/ $19.99) to make the most of your setup. Prime Video offers 4K resolution at no extra price.

As a younger service, I feel like Prime Video is still in its experimental phase. Netflix has gone too mainstream now. Prime Video has a massive selection of titles that have much quirkier, less commercial premises.

Licorice Pizza is a unique must-watch directed by Paul Thomas Anderson that features the tensest scene I can remember in any movie, while Guns Akimbo has a truly unhinged premise. Daniel Radcliffe wakes up in his dressing gown and slippers with a pair of guns bolted to his hands, how could you not want to check that out?

If you're after something a bit out-there Prime Video is a wonderful world of weird.

This process is what we refer to as cropping. It was very common on older TVs, as their shape was more like a square and not like the current batch of widescreen flat-screen TVs. When movies aired, often the ratio would get altered: a widescreen movie would have the sides removed so it fit into the screen. This means you sometimes would see the following message before a movie:

We want to offer the best picture and provide the original aspect ratio of any title on Netflix. However, unfortunately our quality controls sometimes fail and we end up offering the wrong version of a title. When we discover this error, we work to replace that title as soon as possible.

Netflix often faces criticism for its content rotation and freshness. While it hosts a lot of titles, the frequency with which new content is added and old content is removed can be frustrating for users. This cyclical refresh can lead to the perception that there is always something new, but not always what one might hope to find.

Real-Life Example: Consider the experience of a family looking forward to watching a classic Christmas movie during the holiday season, only to find out that it has been removed from Netflix just a week before December. Such instances can lead to frustration and disappointment, detracting from the festive spirit and forcing the family to seek alternatives, often at additional cost.

Solution: To overcome this problem, Netflix could implement a notification system that alerts users in advance when titles are about to be removed. Additionally, increasing transparency about the regional availability of content and boosting the frequency of new releases could help maintain subscriber satisfaction and reduce frustration.

Real-Life Example: A student, already on a tight budget, finds her monthly entertainment expenses climbing as Netflix increases its subscription fee for the third time in two years. This forces her to reassess her subscription and possibly cancel it in favor of a more affordable alternative, disrupting her viewing habits and access to her favorite series.

Solution: Netflix could offer flexible pricing plans, including discounts for long-term subscriptions or special rates for students and low-income households. Additionally, clearer distinctions and benefits between different subscription tiers could help users choose the best option without overpaying.

Solution: Netflix could strive for a better balance between original and licensed content, ensuring they cater to a wider audience by securing deals for popular external titles alongside their own productions.

Solution: Netflix could standardize its interface across all platforms to ensure a seamless transition from one device to another. Regular updates should be synchronized across devices to maintain a consistent user experience.

Real-Life Example: Consider a frequent traveler who relies on downloading shows to watch during long flights. She finds that many of her desired shows are not available for offline viewing, and some of her previously downloaded episodes expire before she can watch them, leaving her with limited entertainment options during her travels.

Solution: To address these issues, Netflix could expand its licensing agreements to increase the availability of downloadable content and extend the expiration period for downloads. Additionally, enhancing the functionality to manage downloads more effectively on multiple devices would significantly improve the offline viewing experience.

Real-Life Example: A documentary enthusiast finds herself frequently recommended action movies due to a few action titles she watched with friends. This misalignment in recommendations makes it challenging for her to find new documentaries that suit her true interests, diminishing her overall satisfaction with the service.

Solution: Netflix could enhance its algorithm to include more diverse content suggestions and provide users with more control over their recommendation settings. Implementing features that allow users to specify preferences or exclude certain genres could lead to a more tailored experience.

Real-Life Example: A family with multiple internet users experiences slow internet speeds during evening hours when several members are streaming Netflix. This congestion affects students in the household who need to access online educational resources, leading to frustration and conflict.

Solution: Netflix could work on optimizing its streaming technology to use less bandwidth without compromising video quality. Additionally, promoting the use of settings that adjust streaming quality based on current network conditions could alleviate bandwidth consumption.

Real-Life Example: During the lockdown, friends who wanted to watch a series together found it difficult to sync their viewing sessions without third-party apps. This lack of native support for watching together virtually made their experience more cumbersome and less enjoyable.

Solution: Netflix could introduce social viewing features, such as synchronized playbacks and group chats, within the platform. Additionally, enabling content sharing and reactions could foster a more interactive and engaging viewer community.

Solution: Netflix could negotiate faster release cycles and secure more timely access to new movies and TV shows. Strengthening relationships with movie studios and television networks to ensure earlier access to new content could help maintain its competitive edge.

Real-Life Example: A user becomes increasingly concerned about privacy after learning how much personal viewing data Netflix collects and potentially shares with third parties. This concern leads her to reconsider her subscription and the trade-offs between personalized content and privacy.

Solution: Netflix could implement more robust privacy controls that allow users to manage the data they share and enhance transparency about how user data is used and protected. Regular security audits and clearer communication about privacy practices could help alleviate user concerns and build trust.

While Netflix remains a dominant force in the streaming industry, it is not without its drawbacks. From high subscription costs and a heavy reliance on original content to algorithmic shortcomings and privacy concerns, these disadvantages can significantly impact user satisfaction.

Addressing these issues requires a balanced approach that includes improving content variety, enhancing user interface consistency, and introducing robust privacy measures. As streaming becomes increasingly prevalent, Netflix must evolve to meet the diverse needs and expectations of its global audience, ensuring it remains a preferred choice for entertainment without compromising on quality or user experience.

One way they do this is by using a mix of media types, including images, short clips, and reels. For example, they might share behind-the-scenes glimpses of their shows and movies on Instagram, or use TikTok to create short, visually appealing videos that showcase their content in a fun and engaging way.

One way they do this is by staying up-to-date with the latest trends and leveraging them in their content. For example, they might create a meme using a popular series or create a reel using a trending audio track on Instagram.

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