Advanced Television

Nielsen: Netflix subs watch less TV

November 14, 2012

Netflix subscribers watch 11 per cent fewer minutes of television per day than non-subscribers – and their online video usage is a much bigger chunk of their media consumption, according to Nielsen.

In the second quarter of 2012, Netflix users watched an average of 246 minutes of TV per day, plus 41 minutes on video game consoles, 22 minutes on Blu-ray Disc players and 12 minutes on other streaming platforms.

That’s compared with 276 minutes of TV for non-Netflix users, 26 minutes on game consoles, 14 minutes on Blu-ray players and four minutes on other platforms, according to Nielsen’s Cross-Platform Report for Q2 2012.

Over all, TV viewing in the second quarter of this year declined about five minutes per day, or 1.9 per cent, from the same period in 2011, to four hours and 18 minutes (258 minutes) across all television households. DVR playback increased from 20 minutes daily in the second quarter of 2011 to 22 minutes; video game usage was flat at 12 minutes per day on average.

Meanwhile, usage of mobile devices while watching TV is on the rise, according to Nielsen.

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