October 28, 2015 Last Updated 2:58 pm

Gfk study sees Netflix subscribers becoming regular viewers of the platform

The market research firm Gfk has released a new report on so-called over the top television. The “Over the Top TV 2015: A Complete Video Landscape” report found that US TV viewers are not just subscribing to services like Netflix, but increasing there usage of the platforms. The firm found that viewers now say they watch ten shows per week on top of the four movies per week the view on the service.

One suspects this trend will only grow as more and more cord cutters decide to get rid of cable. But what might slow this trend is other services rivaling Netflix, even if indirectly. I’m thinking, of course, of the new Apple TV with its TV app store. Netflix is part of the Apple TV offerings now, but the selection is limited. But with the app store sure to offer far more offerings, including games, this might provide some competition for not only Netflix, but the other offerings currently on the Apple TV, including Apple’s own Tv and Movie choices.

Here is the press release on the Gfk study, along with the infographic linked to the release:

NEW YORK, NY – October 28, 2015 — Regular (monthly) Netflix users in the US have grown even more dependent on the service for viewing TV programming, saying they watch 10 shows per week via the platform – as well as 4 movies during the same timeframe. For TV content, this represents a doubling of the level (5 shows per week) found in the same survey three years ago.

Projected to the full population, this means that the average US consumer ages 13 to 54 watches roughly 5 TV shows and 2 movies per week via Netflix using one or more platforms.

The findings come from “Over the Top TV 2015: A Complete Video Landscape” – the latest study in GfK’s ongoing The Home Technology Monitor™ series tracking media technology and services. The new report includes trends from five prior “over the top” (OTT) studies conducted since 2010.

Watching via Netflix on mobile devices has also more than doubled in three years, with 24% of regular Netflix users reporting viewing in the past month via one or more mobile platforms – up from 10% three years ago. Monthly viewing on TVs has risen from 36% to 47% among the same group, and watching on PCs (laptop or desktop) has jumped from 17% to 25%.

One-quarter (25%) of regular Netflix users also report “binge” viewing – watching three or more programs in one sitting – either “often” or “all the time.” Bingeing levels are highest among Generation Y (ages 13 to 35), with almost one in three (31%) reporting this behavior.

“Netflix is a TV ecosystem unto itself, and now an established force in the total TV marketplace,” said David Tice, Senior Vice President of Media and Entertainment at GfK. “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 encumbents 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.”

“Over the Top TV 2015: A Complete Video Landscape” also includes

  • Trends in ownership and use of two dozen devices that can be used to watch or deliver video content
  • Use of content distributers like DVD rental kiosks, iTunes, EST, and SVOD services
  • Deep dive usage characteristics of the three major US SVOD services
  • A brief look at those who report subscribing to new services HBO NOW and Sling TV


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