NPD: 40% of Connected-TV Owners Stream Netflix22 Jan, 2013 By: Erik Gruenwedel
Netflix’s subscription video-on-demand service in the fourth quarter was a popular attraction among households with televisions connected to the Internet.
About 40% of households with a connected TV streamed Netflix content during the period — a percentage that topped 50% among consumers age 18 to 24, according to new data from The NPD Group.
The younger demo continues to drive adoption of new technology and consumer behavior. Twenty-one percent of connected-TV owners said they migrated from using over-the-top (OTT) video services on the computer and now watch on the TV instead. Now, nearly 25% of 18- to 24-year-olds stream Netflix on a laptop or PC, while 16% stream on a tablet and 13% on a smartphone.
Among all age demos, 14% of respondents to NPD's connected intelligence survey watch Netflix on a laptop or PC, 13% on a tablet and 8% on a mobile phone. Interestingly, Netflix use on connected devices is higher among women than men.
“The inherent success of Netflix streaming can be attributed to its content library and TV centric strategy,” John Buffone, director of devices with NPD Connected Intelligence, wrote in a blog post. “The definition of a TV channel is changing. You no longer just tune to, say channel 27, to watch TV, pressing the Netflix button on the remote is just as easy.”