Daily Netflix viewing climbs to 36% of subs in 2014, report says

Viewers are getting their daily Netflix (NASDAQ: NFLX) fix more often than ever before. According to a new report by Leichtman Research Group (LRG), 36 percent of subscribers to the service that it surveyed stream video daily, and 72 percent stream it weekly.

That number has climbed steadily since 2010, when just 10 percent of subscribers streamed Netflix daily and 43 percent did so weekly.

LRG announced the results in its thirteenth annual on-demand and DVR report. The research firm surveyed 1,233 adults in the U.S. in November and found that more than three-quarters of U.S. households--some 76 percent--have access to some sort of time-shifted viewing, be it video-on-demand (VOD), subscription VOD, or DVR. Of those households, 11 percent use all three types of services.

Video-on-demand usage by pay-TV subscribers has risen as steadily as SVOD use, LRG noted, with 59 percent of cable subs saying they have used VOD, compared to 46 percent in 2009.

"While VOD and DVRs were relatively nascent when this series of studies began, they are now core components of pay-TV packages," said Bruce Leichtman, LRG's president and principal analyst. "Along with Netflix and other over-the-top offerings, these on-demand TV services have permanently changed the options of how people may choose to watch TV."

The survey found that 36 percent of pay-TV subscribers also subscribe to Netflix, and that 32 percent of those subscribers access the SVOD service daily. How much that daily viewing impacts the cable industry isn't clear, but LRG noted in November that the pay-TV industry saw its highest subscriber losses ever, dropping 150,000 customers in the third quarter of 2014.

The percentage of daily Netflix viewers was naturally higher among respondents who don't have a pay-TV subscription. Some 48 percent of cord cutters have a subscription to Netflix, and 53 percent stream it every day.

For more:
- LRG has this press release

Related articles:
Pay-TV just had its worst Q3 subscriber losses ever, Leichtman says
U.S. pay-TV penetration flat at 84% of homes … and Netflix has little to do with it, study says
TV Everywhere is still behind the curve as OTT builds strength
SVOD to outpace DVD sales in 2015, analyst says

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