Netflix has seen the amount of video its subscribers watch drastically increase over the past few months: In the fourth quarter, Netflix announced that it had topped 2 billion viewing hours during the three month period. Then, in June, it reached a billion viewing hours in that month alone. But what are viewers watching? According to research firm Nielsen, the growth in video viewing at the streaming provider coincides with an increase in the percentage of subscribers who are relying on Netflix to watch TV shows.
Nielsen reports that, according to a recent survey, the number of subscribers who prefer to use the service primarily for TV viewing has increased from 11 percent in 2011 to 19 percent this year. That increase has come mainly at the expense of users who rely on Netflix for movie viewing, which fell from 53 percent in 2011 to 47 percent in 2012. Meanwhile, the number who watch TV and movies and TV has largely remained flat, at 35 percent in 2012 compared to 36 percent the year prior.
That’s a pretty drastic shift in behavior, but it makes sense when you think about it:
Oh, and let’s not forget — with the price of cable continuing ever-increasing, and retransmission spats like those between Dish Network and AMC and DirecTV and Viacom driving more people to consume TV shows online, I expect the trend of TV viewing on Netflix streaming to keep on keeping on.
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