Using conservative length estimates for TV shows and movies, (30 minutes and 1.5 hours, respectively), this means that an average Netflix subscriber spends about 8 hours a week watching the service. This is double the time than an average person (ages 13 to 54) spends using a videogame system (about 3.5 hours a week).
Overall, the study found that 47 per cent of 13- to 54-year-olds have ever used Netflix, and 39 per cent are monthly users – up from 35 per cent in 2011.
Despite these levels, there is softness in Netflix loyalty. Almost 4 in 10 (37 per cent) Netflix subscribers still have a negative view of the brand in the aftermath of 2011’s pricing missteps; and 51 per cent would be willing to switch to a similar service if it was offered by their pay TV service (compared to 45 per cent in 2011).
“In a short time, Netflix has carved out a powerful role in US media, providing the kind of content control and user-friendly interfaces that consumers demand now,” David Tice, SVP of GfK Media and director of The Home Technology Monitor. “Netflix clearly has built a model worth emulating – but it will have to fight harder to sustain brand loyalty and its position as market leader.”