By : Erik Gruenwedel | Posted: 18 Feb 2010
Netflix’s “Watch Instantly” movie streams — oft touted as a catalyst for attracting subscribers by the Los Gatos, Calif.-based online DVD rental pioneer — increasingly are being viewed on the television, according to a new report.
Media research firm TDG, based in Frisco, Texas, said 8% of broadband-enabled Netflix subscribers watch movie streams exclusively on the TV, while 24% view streams both on the PC and TV. Another 30.7% watch exclusively only on the PC.
TDG said the percentage is significant considering watching movie streams on the TV was “unimaginable” just a few years ago.
The report said nearly 66% of Netflix subscribers with broadband connectivity watch movie streams. Netflix, in its most recent financial call, said nearly 50% of its overall members watched at least 15 minutes of streamed content per month.
Though initially dependent upon a set-top box from Roku, Netflix has aggressively moved to embed streaming in a wide array of consumer electronics devices, including Blu-ray Disc players, connected TVs, digital video recorders and other portable media devices.
“Not only has Netflix eclipsed its immediate competitors in terms of online DVD rental, but it has quickly become the ‘gold standard’ for new over-the-top streaming services,” said Michael Greeson, director of research.