TiVo Research Shows Netflix Not Eating Into Linear TVSubscribers Spend More Time Watching Premium Dramas 7/29/2013 5:21 AM Eastern
Netflix households watch as much traditional TV as other households, according to new data from TiVo Research and Analytics.
The research would appear to contradict the widespread conclusion that Netflix and its successful move into original programming with shows like House of Cards and Arrested Development is a threat to traditional network TV programmers.
TiVo says that in looking at nearly 10,000 of its subscribers, there was no significant difference in the amount of traditional TV viewing between the self-reported Netflix and non-Netflix households. Neither group differed from the overall TV viewing population.
In the TiVo survey, 57% said they subscribe to Netflix and 18% had watched House of Cards. Netflix has declined to provide viewer data on its shows. TiVo says 50% of those surveyed also subscribe to Amazon Prime and 18% to Hulu Plus, with 8% subscribing to all three.
TiVo said that Netflix households are heavier viewers of premium dramas, with homes that saw House of Cards also watching 85% more HBO than non-Netflix households. Similarly, Showtime’s Homeland was watched 125% more in homes that viewed House of Cards than in homes that don’t have Netflix.
“Our data show that Netflix is not currently a substitute for traditional television, but offers a way for TV lovers to watch more of the kinds of programs they love,” Mark Lieberman, CEO of TRA, said in a statement. “The future of television may tell a different story, but as of today we've found that the Netflix subscribers in our study are not watching less traditional TV."