Advanced Television

Netflix users watch 5 TV shows, 3 movies per week

September 11, 2012

A report from GfK shows that the average Netflix user (ages 13 to 54) watches 5.1 TV shows and 3.4 movies per week via the service.

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.”

Categories: Articles, Consumer Behaviour, OTT, Research, VOD