Report: Netflix Not Cannibalizing Traditional TV Viewing

SAN JOSE: TiVo Research and Analytics (TRA) has released findings from its new study that shows that subscribing to Netflix is not cannibalizing the amount of linear TV viewing in TiVo households.

TRA surveyed nearly 10,000 respondents who opted to have their set-top-box viewing info collected. The purpose was to evaluate opinions and behaviors regarding subscription-based OTT services and their original programming.

The report finds that there was no significant difference in the amount of traditional TV viewing between self-reported Netflix and non-Netflix households; both groups did not differ from the overall TV viewing population.

Of the respondents, 57 percent said they subscribe to Netflix and 18 percent had watched House of Cards; 50 percent also reported they subscribe to Amazon Prime and 18 percent to Hulu Plus. In all, 8 percent said they subscribe to all three OTT services.

Netflix households were found to be heavier viewers of premium dramas. Households that said they had watched House of Cards watched 85-percent more HBO than non-Netflix households. House of Cards households reported watching Showtime’s Homeland 125-percent more than those who don’t have Netflix. Netflix households overall viewed Homeland 26-percent more than those who don’t have the service.

Mark Lieberman, the CEO of TRA, said, "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."