US Netflix subscribers’ total streaming hours have almost tripled from 1.8 billion in Q4 2011 to 5.1 billion in Q2 2014, reports The Diffusion Group (TDG), and per-subscriber streaming internationally has increased from 28.3 to an estimated 46.6 hours per month. But while the typical Netflix user might be streaming for one-and-a-half hours per day, American users surveyed by GfK say their consumption of regular TV is unaffected.
The extent to which OTT services (with Netflix the most popular) impact linear TV viewing is an important consideration in the evolution of TV. In a recent deep dive into TV viewing trends, MarketingCharts found that traditional TV consumption has been declining among younger age groups (the most apt to be using OTT services), but remains strong relative to other video viewing sources. Online video appears – for the time being – to be largely complementing rather than replacing traditional TV. Of course, the one-and-a-half hour per day streaming estimate released by TDG strongly supports the idea that some cannibalization is occurring. Read the rest at MarketingCharts.