According to a study from media research consultancy TDG, almost two-thirds of Netflix users that subscribe to a home broadband service are now viewing the ‘Watch Instantly’ streaming video service. One-third of broadband-enabled Netflix subscribers view this streaming video exclusively only on their PCs, 8 per cent view the content exclusively on their TVs, and 24 per cent use both their PCs and TVs.
“Netflix is now the archetype for over-the-top (OTT) streaming video services,” notes Michael Greeson, TDG founding partner and director of research. “Not only has Netflix eclipsed its immediate competitors in terms of online DVD rental, but it has quickly become the ‘gold standard’ for new OTT streaming services.”
The implication of TDG’s research is significant: one-half of broadband-enabled ‘Watch Instantly’ users now view streaming video on their TVs, a phenomenon unimaginable just a few years ago. As Greeson points out, this speaks volumes about the maturation of streaming video technologies that, until recently, had delivered an inconsistent experience that left regular TV viewers wanting.