Netflix Not Cannibalizing Traditional TV Viewing (Study)
Subscribers are watching the same amount of programming as non-users, according to data obtained by TiVo Research and Analytics.
Despite persistent concerns that streaming services like Netflix are leading to cord-cutting, a new study shows that subscribers are still watching the same amount of TV as people in households without Netflix subscriptions.
TiVo Research and Analytics found that there was no significant difference in the amount of traditional TV viewing among TiVo subscribers who said they were also Netflix subscribers and those TiVo households without Netflix subscriptions. In other words, Netflix is not cannibalizing traditional TV viewing, according to the study.
This data is based on a survey of TiVo subscribers who opted to have their set-top-box viewing information collected. TRA observed TV viewing data from those households from November 2012 through April 2013 across 28 of the most watched TV networks.
Of the survey respondents, 57 percent said they subscribe to Netflix. Half of survey respondents also said they subscribe to Amazon Prime, while 18 percent said they subscribe to Hulu Plus and 8 percent said they subscribe to all three services.
The 18 percent of survey respondents who had watched House of Cards watched 85 percent more HBO and 125 percent more of Showtime's Homeland than households without Netflix subscriptions.
In general, Netflix households watched Homeland 26 percent more than non-Netflix subscribers.
"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," TiVo Research and Analytics CEO Mark Lieberman said in a statement. "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."
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