July 30, 2013
Netflix Subscribers Watch Just As Much Traditional Television
redOrbit Staff & Wire Reports - Your Universe Online
A new study released on Monday by TiVo's research arm finds Netflix subscribers watch just as much traditional TV as those who don't subscribe to the streaming-video service.
The study, which was based on data and survey responses of 9,956 TiVo subscribers gathered in May, found "no significant difference" between Netflix and non-Netflix households in the amount of time in the amount of time spent with the 28 most-watched networks.
"Our data show that Netflix is not currently a substitute for traditional television, but offers a way for TV lovers to watch more of the kinds of programs they love. The future of television may tell a different story, but as of today we've found that the Netflix subscribers in our study are not watching less traditional TV," said TiVo Research and Analytics (TRA) chief executive Mark Lieberman in a recent statement.
Other observations from the study include:
- 57 percent of survey respondents said they were Netflix subscribers, while 50 percent said they subscribe to Amazon Prime and 18 percent have Hulu Plus.
- Eight percent of the respondents said they subscribe to all three premium services - Netflix, Hulu and Amazon Prime.
- 18 percent of respondents reported viewing "House of Cards," Netflix's first major original series.
- Netflix households are much heavier viewers of other premium programming, such as HBO and Showtime.
Netflix has been modeling its original programming strategy after HBO and other premium content providers, so it isn't surprising Netflix households would tend to be heavier viewers of shows such as Showtime's "Homeland." Indeed, the TRA survey found Netflix households viewed "Homeland" 26 percent more than non-Netflix households.
The TRA study results will likely be welcome news to both Netflix and traditional programmers. The streaming site's foray into original content has raised concerns about competing against the content creators it relies upon for the majority of its library. But at least for now, it appears as though traditional TV has little to fear about losing its audience to online programming.