netlfix+ott researchNineteen percent of Netflix users in a new Nielsen survey said they most often use Netflix for TV or TV-like programming. That’s up 8% from 2011. During the same period, the percentage of Netflix subscribers that said they most often use the service for streaming movies dropped to 47% from 53%. Those that use Netflix to watch movies and TV shows equally remained essentially unchanged– 36% in 2011 vs. 35% in 2012.

Nielsen expects the shift to continue, noting that Netflix has successfully closed partnership deals to re-air broadcast and pay-TV shows such as “Lillehammer,” and has announced plans to start producing original content. Those moves should “drive Netflix users to stream even more TV-like content in the future,” according to a Nielsenwire blog post.

Netflix earlier this year announced subscribers had watched more than 2 billion hours of streamed video via the OTT service in 4Q 2011.

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Nielsen ‘s Netflix research was based on more than 2,200 online interviews during March and April focusing on subjects’ usage and attitudes toward OTT video, Netflix and Hulu in particular.

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