Netflix OTT video subscribers are watching twice as many TV programs per week as they did three years ago, according to the latest from GfK’s ¨The Home Technology Monitor¨ series of reports. The Netflix users watch an average of 10 shows a week today, compared with just five in 2012. Currently they’re also watching four movies per week.
The percentage of regular Netflix users streaming videos to smartphones, tablets or other mobile devices rose from 10 percent three years ago to 24 percent in the survey just completed. The percentage is highest among Gen Y subscribers (age 13-35), one of three of whom reported doing so, according to GfK’s ¨Over the Top TV 2015: A Complete Video Landscape.¨
Netflix Users’ Weekly TV Program Viewing
Analysis of Netflix usage also reveals how viewing habits continue to evolve as OTT services offer more personalized, on-demand viewing options than traditional cable and broadcast TV services. One in four regular Netflix users said they ¨binge-watch¨ three or more programs in one sitting ¨often¨ or ¨all the time.¨
“Netflix is a TV ecosystem unto itself, and now an established force in the total TV marketplace,” commented David Tice, GfK SVP of Media and Entertainment. “But it represents just one aspect of an increasingly complex OTT picture, which also includes subscription services like Amazon Prime and Hulu, delivery systems such as Roku and Apple TV, and threatened incumbents like cable and satellite companies, which are trying to leverage their content with TV Everywhere options.
¨The upshot is that OTT has now gone mainstream, and consumer expectations of control over their viewing experience continue to rise. When today’s teens become breadwinners, they may bypass traditional distribution channels in ways we cannot even imagine now – challenging all of today’s content players to stay up to speed and continue to experiment with delivery innovations.”
