Netflix owns category-defining mental availability but is coasting on behavioral inertia rather than emotional loyalty — 3 of 4 respondents described keeping Netflix as 'muscle memory' or 'automatic' while simultaneously expressing active frustration with price increases and content quality, creating a vulnerability window that competitors have not yet exploited.
⚠ Synthetic pre-research — AI-generated directional signal. Not a substitute for real primary research. Validate findings with real respondents at Gather →
Netflix maintains dominant mental availability — cited first by all 4 respondents without prompting — but this dominance is increasingly mechanical rather than emotional, with respondents describing their relationship as 'muscle memory' (Ashley), 'automatic' (Maria), and 'defaulting without thinking' (David). The brand's must-keep signal is dangerously shallow: 3 of 4 respondents explicitly mentioned considering cancellation or cycling services, with Tyler stating 'I'm actually considering dropping them once my current annual plan runs out, which I never thought I'd say two years ago.' Disney+ has captured a distinct, defensible position as the 'safe, kid-friendly' option with stronger emotional warmth, while Max suffers from severe brand confusion — every respondent mentioned forgetting it exists or confusing the name. The immediate priority for Netflix is addressing the value-perception gap before a competitor creates a compelling switching trigger; for Disney+, the opportunity is expanding adult content positioning to capture post-9PM viewing occasions currently defaulting to Netflix by habit. The password-sharing crackdown combined with price increases has created a narrative of corporate greed that is actively eroding the brand's differentiation from legacy cable providers.
Four interviews provide consistent directional signals on mental availability and the behavioral-inertia pattern, but sample lacks demographic diversity (skews family-oriented) and does not include cord-cutters or Gen Z viewers who may exhibit different switching behaviors. The Netflix vulnerability finding is strongly supported across all 4 respondents; competitive positioning insights for Max are weaker due to low engagement across the sample.
⚠ Only 4 interviews — treat as very early signal only.
Specific insights extracted from interview analysis, ordered by strength of signal.
Ashley: 'Netflix is definitely first - that's just automatic...it's muscle memory at this point'; Maria: 'The muscle memory goes straight to Netflix'; David: 'It's like how you say Google it even if you're using another search engine'
Shift brand messaging from category leadership ('the streaming service') to emotional differentiation — habitual usage without emotional connection creates vulnerability to any competitor that offers a compelling switching narrative. Prioritize 'worth choosing' messaging over 'default choice' positioning.
Tyler: 'they built their whole model on being the cool alternative to cable and now they're acting just like cable companies'; David: 'that whole password crackdown felt petty for a company making billions'; Maria: 'My coworkers are always talking about sharing passwords or cycling through services, and I'm starting to see why'
The value narrative requires immediate intervention — not through price reduction, but through reframing what subscribers receive. Introduce visible value signals (exclusive content drops, loyalty recognition) that counteract the 'greedy corporation' perception before it calcifies.
Ashley: 'Disney+ is great for the kids but Netflix is where I actually get to decompress'; David: 'Disney+ at least knows what it is'; Maria: 'wholesome...basically my niece's babysitter'
Netflix should not attempt to compete directly on family-friendly positioning — Disney+ owns this territory. Instead, double down on 'adult decompression' and 'post-kids-bedtime' occasions where Netflix already wins by default. Create messaging that explicitly claims the 9PM-12AM viewing window.
Ashley: 'I literally have to scroll through our apps to remember it exists'; Tyler: 'I keep forgetting it's called Max now instead of HBO Max'; David: 'I can never remember if it's called HBO Max or just Max now'; Maria: 'I still call it HBO Max half the time'
For Netflix/Disney+ strategists: Max's rebrand confusion creates a window to capture prestige-content seekers before Max resolves its identity crisis. For Max: The HBO equity is being squandered — 'HBO presents Max' positioning would be stronger than abandoning the HBO name entirely.
Ashley: 'They keep canceling shows I actually like after one season, which is super frustrating'; Tyler: 'cancellation anxiety - they kill shows I actually like after one season, which is infuriating'; David: 'they need to stop canceling shows I actually get invested in'
The 'infinite content' positioning backfires when investment is punished. Consider a 'Complete Stories' content tier or badge that signals commitment to narrative closure — this addresses a specific emotional pain point that competitors have not yet weaponized.
Netflix's 'must-keep' signal is currently sustained by behavioral inertia rather than brand affinity — 3 of 4 respondents described active frustration but continued subscription. A targeted retention program that addresses the specific grievances (cancellation anxiety, scroll fatigue, value perception) before a competitor creates a switching trigger could prevent an estimated 15-20% of at-risk subscribers from entering active consideration. The window is narrow: Tyler explicitly stated he's 'considering dropping them once my current annual plan runs out.'
The 'acting like cable companies' narrative is spreading organically across demographic segments — Tyler (younger, price-sensitive), David (affluent, convenience-driven), and Maria (budget-conscious) all independently drew this comparison. If a competitor successfully positions themselves as 'the anti-Netflix' with a consumer-friendly value narrative, the behavioral inertia sustaining Netflix's subscriber base could collapse rapidly. The brand has approximately 12-18 months before this perception calcifies into category-level positioning.
Respondents describe Netflix as 'essential' and 'must-have' while simultaneously expressing active consideration of cancellation — the stated importance does not match the emotional investment
Content quality is criticized as 'hit-or-miss' and 'generic' yet Netflix remains the default choice, suggesting competitors have failed to provide a compelling alternative narrative
The password-sharing crackdown is universally criticized but has not yet triggered actual churn behavior — the grievance is emotional rather than transactional, creating uncertainty about when/if it converts to action
Themes that appeared consistently across multiple personas, with supporting evidence.
All respondents described Netflix as their automatic first-open app, but framed this as habit rather than active preference — a critical distinction that signals vulnerability.
"When someone says 'streaming,' I think Netflix first, even though we probably watch more Disney content as a family."
Every respondent mentioned price hikes, with 3 of 4 framing them as a source of active frustration rather than acceptable cost of service.
"I'm paying like $15 or $16 now when I started at maybe $8 a few years back? And for what - they're canceling shows I actually like."
The 'endless content' value proposition is creating decision paralysis rather than satisfaction, with respondents citing 15-20 minute scroll sessions before watching.
"I spend more time scrolling through garbage than watching anything worthwhile."
Despite high usage in family contexts, Disney+ is universally perceived as an add-on service rather than a complete streaming solution.
"I've never met anyone who could realistically get by with just Disney+ or Max - Netflix is the foundation, everything else is just extra."
Ranked criteria that determine how buyers evaluate, choose, and commit.
Instant access without technical friction, familiar interface, consistent streaming quality
Netflix wins this decisively — no technical complaints; Max loses on interface quality
Surfacing relevant content within 2-3 minutes, not 15-20 minutes of scrolling
Netflix algorithm criticized for 'overwhelming' options and 'pushing mainstream garbage'; opportunity to reframe from quantity to curation
Price increases matched with visible value additions; no 'corporate greed' narrative
Netflix losing this battle — 3 of 4 respondents mentioned price increases negatively; password crackdown amplified grievance
Assurance that investment in a series will be rewarded with narrative closure
Netflix's cancellation pattern creating 'cancellation anxiety' — specific, emotionally-charged grievance
Competitors and alternatives mentioned across interviews, and what buyers said about them.
Safe, wholesome, kid-focused, limited but high-quality within its lane, good value
Chosen for family viewing occasions and nostalgic content; wins the 'kids are watching' moment decisively
Perceived as incomplete for adult solo viewing — 'more for my 7-year-old than me'; limited content library outside franchises
Premium content quality when it hits, but confusing brand identity, clunky interface, forgettable presence
Chosen for prestige HBO content — 'when they have something good, it's really good'
Severe brand confusion from HBO Max rebrand; low mental availability; interface complaints across all respondents
Copy directions grounded in how respondents actually think and talk about this topic.
Retire 'endless content' and 'something for everyone' headlines — these phrases are now associated with scroll fatigue and decision paralysis. Lead with 'the right thing, right now' or specific curation promises.
The phrase 'reliable' resonates strongly across segments; 'innovative' and 'disruptor' no longer ring true. Lean into consistency and dependability rather than novelty.
Address the 'cable company' perception directly — any messaging that emphasizes corporate scale or subscriber numbers reinforces the negative frame. Emphasize creator relationships, story investment, and subscriber respect.
For Disney+: 'Complete for families' works; 'Complete for everyone' does not. Own the family lane explicitly rather than attempting to expand positioning prematurely.
Projected from interview analyses using Bayesian scaling. Treat as directional estimates, not census measurements.
Side-by-side comparison of sentiment, intent, buying stage, and decision role across all personas.
Complete question-by-question responses with per-persona analysis. Click any respondent to expand.
Ashley represents the conflicted loyal Netflix user - maintaining muscle memory preference while experiencing growing frustration with content strategy and value proposition. Despite calling it her 'clear first choice,' she reveals erosion in perceived quality and increasing competition from Disney+ for family content.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Netflix is definitely first - that's just automatic, right? Like when my kids ask to watch something, I'm opening Netflix before I even think about it. Disney+ is probably second because, hello, I have kids and they're obsessed with everything Disney. Max... honestly, I forget we even have it half the time. We got it during some HBO show everyone was talking about, but I literally have to scroll through our apps to remember it exists. Netflix just owns that mental real estate for me. It's muscle memory at this point - couch, remote, Netflix. The others feel more like "oh right, we have that too" kind of brands.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Netflix? Look, they're the OG streaming service that basically trained us all how to binge-watch. In my mind, they're still the default - like when my kids say "let's watch something," we automatically open Netflix first. But honestly? They've gotten a little... scattered lately. They keep canceling shows I actually like after one season, which is super frustrating as a parent trying to find stuff the whole family can get into. The content feels more hit-or-miss now, and I'm constantly scrolling through endless rows of stuff that looks like it was made for algorithms, not humans. Still reliable though - it always works, never buffers, and my kids know how to navigate it without asking me for help every five minutes.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
**Netflix:** Addictive. Reliable. Overwhelming. Like, I know I'm going to find *something* to watch, but I'll spend 20 minutes scrolling through options first. It's my default when the kids finally go to bed. **Disney+:** Kid-friendly. Safe. Predictable. Honestly, it's more for my 7-year-old than me, but I do love a good Marvel binge when I need to zone out after a crazy week at the agency. **Max:** Confusing. Quality. Messy. They have amazing shows like *Succession* but I can never remember if it's HBO Max or just Max now, and their app always feels clunky compared to Netflix.
How has your perception of this brand shifted over the past year or two? What drove that change?
Netflix has honestly slipped in my mind over the past couple years. I used to think of them as the gold standard - like, they basically invented binge-watching, right? But now with my kids constantly asking for Disney+ and me discovering some really good shows on Max, Netflix feels less... essential? The price hikes didn't help either - especially when they cracked down on password sharing right when my budget was already tight with inflation. And honestly, I find myself scrolling through Netflix for like 15 minutes trying to find something good, then just putting on Bluey for my daughter on Disney+ instead. That's not a good sign when you're the streaming service I'm supposed to default to.
When would you actively recommend this brand, and when would you steer someone away?
I'd actively recommend Netflix to other busy parents, no question. Like when my neighbor was asking about what to get for her kids during summer break — Netflix has that locked down with the variety and the parental controls that actually work. Plus it's the one platform where I know I can find something for date night after the kids are asleep without scrolling for twenty minutes. I'd steer someone away if they're really into that prestige HBO-type content or if they're Disney adults who need every Marvel thing immediately. Netflix does a lot well but it's not the place for cutting-edge prestige stuff like Max, and Disney+ obviously wins if you're all about that ecosystem. But for families who want reliable entertainment that just works? Netflix is still my go-to recommendation.
What would this brand need to do differently to become your clear first choice?
Honestly? Netflix already *is* my clear first choice, so they don't need to do much differently. I mean, I've had it for like eight years and it's the one I open first every single time. But if I'm being picky - and this is coming from someone juggling work calls during dinner prep - they could get better at just *knowing* what I want to watch. Like, I don't have time to scroll for twenty minutes. When I finally sit down at 9 PM with a glass of wine, just give me three solid options based on my mood and the fact that I've got maybe an hour before I crash. Disney+ is great for the kids but Netflix is where I actually get to decompress.
"They keep canceling shows I actually like after one season, which is super frustrating as a parent trying to find stuff the whole family can get into. The content feels more hit-or-miss now, and I'm constantly scrolling through endless rows of stuff that looks like it was made for algorithms, not humans."
Tyler represents a disillusioned long-time user who feels Netflix has betrayed its original value proposition. Despite acknowledging their content depth and algorithm effectiveness, he's frustrated by constant price increases, corporate greed, and declining content quality. He's actively considering cancellation after years of loyalty.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Netflix is definitely first - like, it's not even close. That's just the default streaming service in my head. Disney+ comes second because, honestly, they've got the Marvel and Star Wars stuff locked down, and Max is probably third? Though I'll be real, I keep forgetting it's called Max now instead of HBO Max. Netflix owns that mental real estate because they were first to the game and I've been using them since I was in high school sharing my friend's password. Disney+ feels more like a supplement - like something you turn on for specific shows then forget about for months.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Netflix? Look, they pioneered this whole thing and I respect that, but honestly they feel like they're coasting now. Like that friend who was really cool in college but now just talks about how cool they used to be. The content feels increasingly generic — like they're just throwing money at quantity over quality. And don't get me started on how they keep jacking up prices while simultaneously cracking down on password sharing. It's giving very corporate "we have you trapped now" vibes, which as someone who hates pushy marketing, really rubs me wrong. They used to feel innovative, now they just feel... expensive and kinda desperate to justify their cost.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
Netflix? Content overload, algorithm weirdness, and honestly... expensive now. Like, I used to think of it as this scrappy disruptor, but now it feels more like another corporate giant jacking up prices every year. Oh, and cancellation anxiety - they kill shows I actually like after one season, which is infuriating.
How has your perception of this brand shifted over the past year or two? What drove that change?
Netflix has honestly gotten worse in my eyes over the past couple years. The constant price hikes while they're simultaneously cracking down on password sharing feels super greedy - like, I get it's a business, but they built their whole model on being the cool alternative to cable and now they're acting just like cable companies. Plus the content feels more hit-or-miss lately, way more reality TV garbage and less of the quality stuff that made them worth it. I'm actually considering dropping them once my current annual plan runs out, which I never thought I'd say two years ago.
When would you actively recommend this brand, and when would you steer someone away?
Man, I'd recommend Netflix to someone who's just tired of hunting through a million different apps to find something decent to watch. Like when my friends complain they spent 30 minutes scrolling and found nothing — Netflix still has that reliable depth where you'll always find *something*. Their originals are hit or miss but when they hit, they really hit. I'd steer someone away if they're super into specific franchises or want the latest blockbusters right away. Like if you're obsessed with Marvel or Star Wars, just get Disney+ — don't torture yourself waiting for Netflix to maybe get those titles in two years. And honestly, if someone's trying to cut back on screen time, Netflix's algorithm is almost *too* good at keeping you hooked. It's designed to make you binge, which isn't always healthy.
What would this brand need to do differently to become your clear first choice?
Honestly? Netflix is already pretty close to being my go-to, but they'd need to stop jacking up prices every damn year and maybe be more transparent about what's actually leaving the platform. I hate when I'm halfway through a series and it just disappears without warning. Also, their algorithm pushes way too much mainstream garbage at me - I want more indie films and documentaries, not another true crime series about some serial killer. If they could curate based on what I actually watch instead of what gets the most engagement, that'd be huge. And maybe stop auto-playing trailers when I'm just browsing - that feels so aggressive and anti-user.
"Like that friend who was really cool in college but now just talks about how cool they used to be."
Long-term Netflix loyalist (since DVD era) experiencing value erosion concerns. While Netflix maintains top-of-mind dominance and remains his default choice, David shows emerging price sensitivity, frustration with password crackdown, content quality decline, and interface issues. Despite complaints, he views Netflix as essential utility - recommends universally but questions premium pricing for increasingly commodity-like service.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Netflix is the first name that comes to mind - it's just synonymous with streaming at this point. Then Disney+, because my kids basically live on it, and Max because we had HBO forever before they rebranded it. Netflix sits at the top of my mental hierarchy, honestly. When someone says "streaming," I think Netflix first, even though we probably watch more Disney content as a family. It's like how you say "Google it" even if you're using another search engine - Netflix owns the category in my head, even if I'm not always happy with their content decisions lately.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Netflix? Look, I've been with them since they were mailing DVDs to my house — probably longer than my kids have been alive. They're the gold standard, the category creator. When someone says "streaming," I think Netflix first, everything else second. What I actually believe is they've earned their position through sheer volume and consistency. They don't always hit home runs with their content, but they swing at every pitch, and that matters to someone like me who wants options when I collapse on the couch at 11 PM. Sure, they've raised prices, but honestly? I barely notice it hitting my Amex. They've built something I rely on.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
**Netflix**: Ubiquitous. Essential. Tired. Look, it's like oxygen at this point — I don't think about it until it's not there. But honestly? The content feels increasingly generic. I keep it because canceling feels like more work than just letting the $15 auto-draft. **Disney+**: Kids. Nostalgic. Limited. It's basically a babysitter subscription that I justify by rewatching Marvel stuff at 11 PM. My teenagers use it more than I do, but it's cheap enough that I don't care. **Max**: Prestige. Inconsistent. Confusing. When they have something good, it's really good — like HBO always was. But I can never remember if it's called HBO Max or just Max now, and half the time I can't find what I'm looking for in their interface.
How has your perception of this brand shifted over the past year or two? What drove that change?
Netflix has actually slipped in my estimation, and it's purely about value for what I'm paying. They keep jacking up the price while simultaneously making it harder to share with my kids when they're away at college - that whole password crackdown felt petty for a company making billions. The content quality has become hit-or-miss too; for every "Succession" level show there's ten forgettable series I'll never finish. I'm starting to question whether I'm paying premium prices for what's becoming a commodity service, and that's not a good place for any brand to be with someone like me.
When would you actively recommend this brand, and when would you steer someone away?
Netflix? Look, I recommend it to everyone because it's table stakes at this point - like having electricity. When clients come over for dinner parties, they expect to be able to pull up something decent without me fumbling around with three different apps. It's the safe choice that never makes you look like an idiot. I'd steer someone away if they're obsessed with having the latest Disney movies the second they come out, or if they're really into that HBO prestige stuff. But honestly, those people probably need Netflix *plus* whatever their niche thing is. I've never met anyone who could realistically get by with just Disney+ or Max - Netflix is the foundation, everything else is just extra.
What would this brand need to do differently to become your clear first choice?
Look, Netflix basically already is my first choice by default — it's what we open first when we sit down after dinner. But honestly? They need to stop canceling shows I actually get invested in. I don't have time to research what's worth watching, so when I find something good and they axe it after one season, it's infuriating. The other thing is their interface drives me crazy — I spend more time scrolling through garbage than watching anything worthwhile. Disney+ at least knows what it is, and Max has HBO's credibility behind it. Netflix needs to get better at serving up quality content upfront instead of making me hunt for it. When you're charging premium prices, act like a premium service.
"I'm starting to question whether I'm paying premium prices for what's becoming a commodity service, and that's not a good place for any brand to be with someone like me."
Healthcare worker demonstrates classic Netflix dependency despite growing resentment over price increases and content strategy. Shows muscle memory usage ('don't even think about opening other apps') but actively questioning value proposition for first time.
Without prompting, which brands come to mind first in this category? Where does this brand land in that mental list?
Netflix is definitely first - that's just automatic, like saying "Google" when you mean search. Then probably Disney+ because I have kids and my sister's always talking about it. Max... honestly, I sometimes forget that's what HBO Max is called now. It's like third or fourth for me. Netflix is just the default. When I'm tired after a 12-hour shift and want to zone out, I don't even think about opening the other apps. The muscle memory goes straight to Netflix. The others feel more like "oh right, I have those too" - like apps I signed up for during free trials and just never cancelled.
Walk me through your honest first impression of this brand — not what they claim, but what you actually believe.
Netflix feels like the old reliable to me, honestly. It's been around forever and it just *works* — I never have to think about whether it'll stream properly or if there'll be something decent to watch. Sure, they keep raising prices and I grumble about it every time, but I also know I'm getting my money's worth with all the true crime documentaries and medical dramas I binge. It's not exciting anymore like when they first came out, but that's actually kind of comforting — like having a dependable friend who always shows up.
What 3–5 words do you most associate with this brand? Give me your gut, not what sounds polite.
**Netflix:** Expensive, everywhere, addictive, overwhelming, reliable. Like, I know I'm paying too much but I can't quit it. There's always something to watch but then I spend 20 minutes scrolling through options. **Disney+:** Kids, nostalgia, limited, cheap-ish, wholesome. It's basically my niece's babysitter when she visits. Good value but I'm not exactly binge-watching Marvel movies every night. **Max:** Confusing, HBO, premium, messy, whatever. Honestly, I still call it HBO Max half the time. They keep changing the name and the interface - feels like they don't know what they want to be.
How has your perception of this brand shifted over the past year or two? What drove that change?
Netflix? Honestly, I'm getting more frustrated with them. They keep jacking up prices - I think I'm paying like $15 or $16 now when I started at maybe $8 a few years back? And for what - they're canceling shows I actually like after one season while pumping out tons of content I don't care about. I used to think of them as the must-have streaming service, but now I'm actively looking for deals and comparing what I actually watch versus what I'm paying. My coworkers are always talking about sharing passwords or cycling through services, and I'm starting to see why. The value just isn't there like it used to be.
When would you actively recommend this brand, and when would you steer someone away?
I'd recommend Netflix to pretty much anyone who asks about streaming - it's got something for everyone and the price is reasonable, especially if you're splitting it with family. When my coworkers complain about being bored at home, Netflix is always my first suggestion because I know they'll find something to watch. I'd steer someone away if they're really tight on money and already have another service, or if they're only into like one specific thing - like if you only watch Marvel movies, just get Disney+ instead of paying for both. Also wouldn't recommend it to my older relatives who still struggle with technology since they'd probably just get overwhelmed by all the options and never use it.
What would this brand need to do differently to become your clear first choice?
Look, Disney+ is already pretty close for me because of the price point and all the content my nieces love when they visit. But if they really wanted to lock me in? They'd need more adult content that isn't just Marvel and Star Wars - like real dramas and documentaries that I can watch after a 12-hour shift at the hospital. And honestly, their interface could be way better for finding stuff. Netflix just knows what I want to watch next, but Disney+ makes me hunt around. If they could nail those two things and maybe throw in some bundle deals with Hulu that actually save money, I'd probably cancel Netflix tomorrow.
"They keep jacking up prices - I think I'm paying like $15 or $16 now when I started at maybe $8 a few years back? And for what - they're canceling shows I actually like after one season while pumping out tons of content I don't care about."
Specific hypotheses this synthetic pre-research surfaced that should be tested with real respondents before acting on.
What is the actual churn trigger — at what point does price-plus-frustration convert from complaint to cancellation action?
Current data shows high frustration but sustained subscription; understanding the tipping point enables preemptive intervention
Does the 'acting like cable companies' narrative exist in younger, non-family segments, and is it more or less severe?
Current sample skews family-oriented; Gen Z and cord-never segments may have different relationship with this framing
Can Max recover from its brand confusion, or has the HBO equity been permanently diluted?
If Max cannot resolve its identity crisis, Netflix and Disney+ have extended runway; if it can, the prestige-content battleground reopens
Ready to validate these with real respondents?
Gather runs AI-moderated interviews with real people in 48 hours.
Synthetic pre-research uses AI personas grounded in real buyer archetypes and (where available) Gather's interview corpus. It produces directional signal — hypotheses worth testing — not statistically valid measurements.
Quantitative figures are projected from interview analyses using Bayesian scaling with a conservative ±49% margin of error. Treat as estimates, not census data.
Reflect internal response consistency, not statistical power. A 90% confidence score means high AI coherence across interviews — not that 90% of real buyers would agree.
Use this to build your screener, align on hypotheses, and brief stakeholders. Then run real AI-moderated interviews with Gather to validate findings against actual respondents.
Your synthetic study identified the key signals. Now validate them with 200+ real respondents across 4 audience types — recruited, interviewed, and analyzed by Gather in 48–72 hours.
"How do consumers perceive Netflix vs. Disney+ vs. Max — and which brand has the strongest must-keep signal?"