Americans Love Netflix

September 29, 2011 -

A new research report from Knowledge Networks claims that Netflix has transformed the viewing habits of millions of U.S. consumers. The research, which the firm says was conducted a little bit before Netflix's much-discussed changes in its pricing policies, shows that 35 percent of U.S. consumers (ages 13 to 54) use Netflix for streaming or DVD or Blu-ray rentals at least once a month. The research also found that the average Netflix user watches 5 TV shows and 4 movies per week via the streaming or DVD-rental aspects of the service.

Around 20 percent of Netflix users with Video on Demand are watching it less because of their Netflix viewing, but around 10 percent of Netflix subscribers said they were "very likely" to cancel the service if their cable or satellite provider began to offer a similar service at a similar price.

Knowledge Networks also found that a majority of subscribers - 62 percent - use a videogame system for viewing Netflix "Watch Instantly" content on a TV set; other options -- like Internet-connected Blu-ray players and Roku boxes -- are used by 15 percent or fewer of these viewers.

"Netflix has made remarkable in-roads, bringing streaming video and other alternative viewing options to a mass audience," said David Tice, VP and Group Account Director (Media) at Knowledge Networks. "At present, Netflix has a dominant market position in this space -- but cable video on demand (VOD) and other video services are widely available and poised to act as alternatives. Netflix needs to use its remarkable platform to build deeper customer relationships, differentiating itself by offering benefits that speak to subscribers' desire for control, comfort, and convenience."

The online study ("How People Use Over-the-Top TV") was conducted in June 2011 among 1,013 members of KnowledgePanel.

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Comments

Re: Americans Love Netflix

Stock is way down Netflix lost a lot of money with this price increase

Re: Americans Love Netflix

Elegant proof that customers want the media cartels to embrace a new business model. Eh?

 
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Andrew EisenI think more professional gamblers should get into games publishing. They'll play the odds but they'll also take risks to maximize profits.06/30/2015 - 11:57pm
Andrew EisenAt the end of the day, the ball is rolling and it's rolling in the right direction. Maybe not as fast as we'd like, but it is moving. All we can do is play the games that interest us and make our thoughts known.06/30/2015 - 11:55pm
Matthew Wilsonits unfortunate that the dataset is so tiny for female leads, and is a mixed bag, so money people get the wrong idea.06/30/2015 - 11:54pm
Andrew Eisen"Duke Nukem Forever sold poorly. See? Games staring white guys don't sell!" Pretty silly thing to say.06/30/2015 - 11:50pm
Andrew EisenOr, at the very least, that gamers aren't turned off by female leads.06/30/2015 - 11:49pm
Matthew Wilsonyou would think games like metriod, portal and tomb raider would show that it work, but hopefuly those knew ones will.06/30/2015 - 11:47pm
Andrew EisenBut, luckily strides are being made and the money peoples are slowly learning that diversity -> larger targeted audience -> more potential dollars.06/30/2015 - 11:43pm
Andrew EisenSure does. That's why there should be more than just one or two attempts. (7 games at E3 with female leads and 35 with a gender option. I think it's safe to say that not all of these will fail!)06/30/2015 - 11:42pm
Matthew Wilsonthat puts alot of presure on the early stuff to do well. lets hope games like recode and harizon are good, and sell well.06/30/2015 - 11:38pm
Andrew EisenLuckily, money people also like to follow trends. So, it's a "simple" matter of making proper representation a trend. And wouldn't you know it, we're seeing the beginnings of exactly that!06/30/2015 - 11:34pm
Andrew EisenBut yeah, money people are risk averse. That's why we see so many sequels, reboots, and adaptations. To a lot of money people, "there's no evidence this works because it's rarely ever been tried" is the same as "this doesn't work."06/30/2015 - 11:33pm
Andrew EisenThat's why I think it's worth convincing the money peoples that proper representation (in any of its forms) isn't a financial risk, it's the path to expanding your audience and making even MORE money!06/30/2015 - 11:32pm
Matthew Wilson@AE will I agree, I kinda understand why. when your risking 50 to 100 mil you are going to try to do the safest thing you can sadly.06/30/2015 - 11:27pm
Matthew Wilsonhttps://www.youtube.com/watch?v=p0a6H_7_A5o a fairly impressive fake nx showing by hyberes5606/30/2015 - 11:23pm
Andrew EisenYou see that kind of nonsense in the movie business too.06/30/2015 - 11:02pm
Andrew EisenI think the bigger problem are those who see such things as substantive evidence that games with female leads don't sell well.06/30/2015 - 11:01pm
Matthew Wilsonit doesnt help that games like beyond good and evil did not do well.06/30/2015 - 10:58pm
MechaCrashThey don't advertise games with women leads because they don't sell because they don't advertise them because they don't sell because (repeat ad nauseum).06/30/2015 - 10:52pm
Andrew EisenAnd, with representation getting better and better, I think that's exactly what we'll see over the years.06/30/2015 - 10:49pm
Andrew EisenOf course, there's always the opposite viewpoint: perhaps more women would be inclined to join in the so-called AAA space if representation was better.06/30/2015 - 10:48pm
 

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