Nearly Half of US Households Not Buying Linear Video Buy Netflix

By Gary Kim June 09, 2014

Some 48 percent of U.S. consumers who do not buy a linear video subscription service buy Netflix, up from 29 percent in 2012 and 16 percent in 2010, according to Leichtman Research Group.

One might argue that shows a growing consumer willingness to forego a linear video subscription in favor of an “online-only” approach.

At the same time, the number of Netflix customers who also subscribe to linear video subscription services dropped to 80 percent in 2013, down from 85 percent in 2012 and 88 percent in 2010.

That might well also suggest that a growing percentage of Netflix and streaming video consumers are abandoning their linear video subscriptions.

Neither of those findings is surprising. On the other hand, some might argue, among all U.S. households, perhaps 85 percent or more continue to buy linear video, whether augment those services with an online service or not.

At the same time, 49 percent of all U.S. households have at least one television set connected to the Internet using a video game system, Blu-ray player, smart TV set or stand-alone device such as a Roku, Apple TV, or Google Chromecast device. up from 38 percent in 2012, and 24 percent in 2010.

That means more households are familiar with how to use consumer Internet-delivered video on their primary TV screens. That opens the way for further streaming adoption.

Overall, 24 percent of U.S. adults watch video sourced from the Internet using a connected TV at least weekly, compared to 13 percent two years ago, and five percent four years ago, according to Leichtman Research Group

As you might expect, Netflix customers are more likely to watch using a connected device. Some 49 percent of Netflix subscribers watching video from the Internet using a connected device do so weekly, compared to eight percent weekly use among all non-Netflix subscribers.

Most Netflix streaming video users—78 percent—say that they watch Netflix on a TV set.

So far, though, a massive level of defection from linear video subscriptions has not occurred. 




Edited by Maurice Nagle

Contributing Editor

SHARE THIS ARTICLE
Related Articles

Bloomberg BETA: Models Are Key to Machine Intelligence

By: Paula Bernier    4/19/2018

James Cham, partner at seed fund Bloomberg BETA, was at Cisco Collaboration Summit today talking about the importance of models to the future of machi…

Read More

Get Smart About Influencer Attribution in a Blockchain World

By: Maurice Nagle    4/16/2018

The retail value chain is in for a blockchain-enabled overhaul, with smarter relationships, delivering enhanced transparency across an environment of …

Read More

Facebook Flip-Flopping on GDPR

By: Maurice Nagle    4/12/2018

With GDPR on the horizon, Zuckerberg in Congress testifying and Facebook users questioning loyalty, change is coming. What that change will look like,…

Read More

The Next Phase of Flash Storage and the Mid-Sized Business

By: Joanna Fanuko    4/11/2018

Organizations amass profuse amounts of data these days, ranging from website traffic metrics to online customer surveys. Collectively, AI, IoT and eve…

Read More

Satellite Imaging - Petabytes of Developer, Business Opportunities

By: Doug Mohney    4/11/2018

Hollywood has programmed society into believing satellite imaging as a magic, all-seeing tool, but the real trick is in analysis. Numerous firms are f…

Read More