There’s a reason Netflix accounts for almost one-third of North American peak downstream internet traffic. According to new data released by the NPD Group, TV programming accounts for 80% of subscription video-on-demand (SVOD) streams, and Netflix Watch Instantly dominates that market to the tune of 89% market share in Q1. There are signs that the TV programming market may slowly be fragmenting, though: Netflix’s share was down 4% points year-over-year, with that decline coming mostly at the hands of Hulu Plus, which increased its share from 7% to 10%.
Amazon Prime accounted for 2% of the overall TV units streamed in Q1 2013, up 1% point from the prior year.
These services are competing for a growing market, with the number of viewers watching TV shows using SVOD services rising by 34% year-over-year in Q1, according to the researchers. Read the rest at MarketingCharts.