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How do Netflix's 26 million worldwide subscribers behave? Nielsen's most recent report shows they increasingly prefer TV shows over movies. What's the reason behind this?
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Reed Hastings, CEO of Netflix.
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TV consumption habits are changing and online streaming platforms are no longer the only place to watch movies. According to a recent study by Nielsen, published on Friday 13, Netflix's subscribers primarily access the site to watch TV shows.
While movie consumption is still in the lead, the report indicates this stands to change in the near future. 19% of Netflix's clients choose TV shows over movies versus the 8% that did so last year.
In addition, the number of users who prefer movies over other content -which in 2011 was 53%- is now down to 47%, being less tan half of the total amount of users for the first time.
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So what's the reason behind these numbers? Netflix's increasingly diverse offer clearly has a lot to do with it. As Nielsen's blog explains, the company is not only signing deals to rerun programming; it's also investing in original productions.
As of this day, the company has only produced Lillyhammer, but Orange is the New Black, House of Cards and Arrested Development are on its way. And this increase in original content could make Neflix's users spend even more time watching TV shows.
With a total of 26 million subscribers by the end of Q1 2012, Netflix has become the most popular cable network on TV, said BTIG analyst Richard Greenfield, based on Reed Hasting's Facebook post, where he announced the service was used for over a billion hours. According to Greenfield, that amounts to an average of 80 minutes a day per subscriber, a number far superior to any TV network's.
Only time will tell what will happen with Netflix's new original series. Yet, its CEO seems to be quite optimistic about it: "When we premiere House of Cards and Arrested Development, we'll break those records."
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