It’s no surprise that Amazon.com is trying to take a piece of Netflix’s turf through its partnership with the pay-TV service Epix. A new report from GfK shows that the average Netflix user (ages 13 to 54) watches 5.1 TV shows and 3.4 movies per week via the service.
Using conservative length estimates for TV shows and movies, (30 minutes and 1.5 hours, respectively), this means that an average Netflix subscriber spends about 8 hours a week watching the service. This is double the time than an average person (ages 13 to 54) spends using a videogame system (about 3.5 hours a week). (Source: MultiMedia Mentor®)
Overall, the study found that 47 percent of 13- to 54-year-olds have ever used Netflix, and 39 percent are monthly users – up from 35 percent in 2011.
Despite these levels, there is softness in Netflix loyalty. Almost 4 in 10 (37 percent) Netflix subscribers still have a negative view of the brand in the aftermath of 2011’s pricing missteps; and 51 percent would be willing to switch to a similar service if it was offered by their pay TV service (compared to 45% in 2011).
“In a short time, Netflix has carved out a powerful role in US media, providing the kind of content control and user-friendly interfaces that consumers demand now,” David Tice, SVP of GfK Media and director of The Home Technology Monitor™. “Netflix clearly has built a model worth emulating – but it will have to fight harder to sustain brand loyalty and its position as market leader.”
The new study, “Over-the-Top TV 2012: A How People Use® Media Report,” was conducted in June 2012 among 1,051 persons ages 13 to 54. The report defines ownership and use of over two dozen “non-linear”-TV viewing options, including DVDs, VOD, and streaming through videogame consoles or Internet-connected devices like TVs, Blu-ray players, and other specialized devices. The study also includes a deeper dive section on Netflix usage, as well as three-year trends on key data points.
To find out more, visit www.gfk.com.