NEW YORK: Regular Netflix users in the US are relying more and more on the service for their TV viewing needs and more are also turning away from the TV set itself to mobile devices.
A new report from researcher GfK – Over the Top TV 2015: A Complete Video Landscape – reported that monthly users of Netflix now claimed to watch ten shows a week on the platform, up from five a week in the same survey three years ago, and four movies.
When projected to the full population, said GfK, the average US consumer aged 13 to 54 was now watching around five TV shows and two movies per week via Netflix using one or more platforms.
Watching Netflix on mobile devices has more than doubled in three years, with 24% of regular Netflix users reporting viewing in the past month via one or more mobile platforms – up from 10% three years ago.
Monthly viewing on TVs has risen from 36% to 47% among the same group, and watching on PCs (laptop or desktop) has jumped from 17% to 25%.
The popularity of binge-viewing – a practice the service encouraged by making multiple episodes available at the same time – shows no sign of abating.
One-quarter (25%) of regular Netflix users said they engaged in binge viewing either "often" or "all the time". Bingeing levels were highest among Generation Y (aged 13 to 35), with almost one in three (31%) reporting this behaviour.
"Netflix is a TV ecosystem unto itself, and now an established force in the total TV marketplace," said David Tice, svp/media & entertainment at GfK. "But it represents just one aspect of an increasingly complex OTT picture."
He added that OTT was now mainstream, and that consumer expectations of control over their viewing experience would continue to rise.
"When today's teens become breadwinners, they may bypass traditional distribution channels in ways we cannot even imagine now – challenging all of today's content players to stay up to speed and continue to experiment with delivery innovations," said Tice.
Data sourced from GfK; additional content by Warc staff