I regularly use Netflix, Hulu, and Amazon and I disagree on the far superior UI experience. Amazon and Hulu have done a great job in recent days and I think has Netflix currently has the worst UI experience, at least on Apple TV. The Netflix app does a poor job of highlighting their original content separately from others (recently I searched for a complete list of Netflix Originals and could not find it on the app - the list I did find was incomplete). I also don't like how they organize content, or more specifically the lack of organization options. For example, it's very difficult to view only movies or TV shows - something I'd expect to be a common use case and Hulu makes very easy.

Content-wise I think Netflix is doing an amazing job, even if I cannot come close to keeping up. They're doing so well, it's harder and harder to track their originals you might be interested in.