Report: 35 Percent of Americans Use Netflix at Least Once a Month

September 30, 2011 World Screen
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NEW YORK: More than a third of U.S. consumers ages 13 to 54 say they use Netflix for streaming and/or rentals at least once a month, according to research from Knowledge Networks.

The report, How People Use Over-the-Top TV—a phenomenon that Elizabeth Guider looked at in our MIPCOM issue—finds that Netflix subscribers on average watch five TV shows and four movies per week. Twenty percent of Netflix users with VOD said they are watching less VOD because of their Netflix viewing. Ten percent of Netflix subscribers said they were "very likely" to cancel their service if their cable or satellite provider began offering a similar service at a similar price.
 
Knowledge Networks also found that video game consoles are the most popular gateway for viewing Netflix "Watch Instantly" content on a TV set (62 percent). Other options, like Internet-connected Blu-ray players and Roku boxes, are used by 15 percent or fewer of these viewers.
 
It’s important to note, however, that Knowledge Networks’ survey was conducted before the recent Netflix policy changes, which included the separation of its streaming and rental services.
 
"Netflix has made remarkable in-roads, bringing streaming video and other alternative viewing options to a mass audience," said David Tice, the VP and group account director for media at Knowledge Networks. "At present, Netflix has a dominant market position in this space—but cable video on demand (VOD) and other video services are widely available and poised to act as alternatives. Netflix needs to use its remarkable platform to build deeper customer relationships, differentiating itself by offering benefits that speak to subscribers’ desire for control, comfort, and convenience."
 

 

 

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