Almost half of US consumers have tried Netflix, but loyalty level low

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Almost half of US consumers have tried Netflix, but loyalty level low (Original)

Almost half of US consumers in the 13-to-54 demographic have used Netflix at some point, but 51% of the streaming service’s customers would churn if their pay TV provider offered a similar service, according to new research.

Netflix is notoriously shy when it comes to revealing how its users engage with its content, but research group GfK’s Over the Top TV study sheds light on how Netflix’s customers use the service.

It found that the average Netflix user watches five TV shows and about three movies per week, equating to eight hours of viewing.

GfK says that 47% of 13- to 54-year-olds have now used Netflix, and 39% are monthly users – up from 35% in 2011. However, there is a lack of loyalty among that customer base with the number saying they would switch if there was a pay TV alternative rising to 51% compared to the 45%.

It also found that viewing numbers for series including Mad Men, Breaking Bad as well as older shows including Heroes outstripped those for its US$100 million (€76 million) original series House of Cards.

“In a short time, Netflix has carved out a powerful role in US media, providing the kind of content control and user-friendly interfaces that consumers demand now,” David Tice, senior VP of GfK Media. “Netflix clearly has built a model worth emulating – but it will have to fight harder to sustain brand loyalty and its position as market leader.”

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