If they are not already worried about the SVOD leader’s effect on millennials, traditional pay-TV providers should now be hugely alarmed that they are losing American living rooms to Netflix.
A survey of 2500 US adults by Wall Street analyst Cowen & Co asking which platforms they use to view TV and video most often has put Netflix as the leading option (27% of those surveyed), easily beating basic cable (20%), broadcast (18%), YouTube (11%) and Amazon Prime Video (3.4%).
When diving deeper into the key demographics, for millennial this broke down to 40% for Netflix, then YouTube (17%), basic cable (12.6%), Hulu (7.6%) and broadcast TV (7.5%). For those who subscribe to a traditional TV service and excluding cord-cutters, it was better news for traditional offers with basic cable on top (26%) but with Netflix hot in its heels, only two percentage points behind. Broadcast TV was selected by only 19%.
“Over the long term, assuming the company is able to continue to increasingly offer great content, this lead clearly bodes well for further value creation,” said Cowen & Co analysts John Blackledge, commenting on Netflix’s dominance and increasing popularity. The analyst added that Netflix would in future be further boosted by its growing international content-production footprint which was generating production partnerships which could provide a constant and cost-effective supply of content.
When diving deeper into the key demographics, for millennial this broke down to 40% for Netflix, then YouTube (17%), basic cable (12.6%), Hulu (7.6%) and broadcast TV (7.5%). For those who subscribe to a traditional TV service and excluding cord-cutters, it was better news for traditional offers with basic cable on top (26%) but with Netflix hot in its heels, only two percentage points behind. Broadcast TV was selected by only 19%.
“Over the long term, assuming the company is able to continue to increasingly offer great content, this lead clearly bodes well for further value creation,” said Cowen & Co analysts John Blackledge, commenting on Netflix’s dominance and increasing popularity. The analyst added that Netflix would in future be further boosted by its growing international content-production footprint which was generating production partnerships which could provide a constant and cost-effective supply of content.
