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Netflix Grows Streaming Traffic Market Share

28 May, 2015 By: Erik Gruenwedel

Amazon Prime Instant Video and Hulu Plus lag considerably

Netflix grew by 2% to 36.5% its downstream traffic market share during peak viewing hours in March compared with the second-half of 2014, according to new data from Sandvine.

The Canadian-based Internet traffic monitor said Amazon Prime Instant Video and Hulu Plus continue to trail Netflix in streaming traffic at 1.97% and 1.91%, respectively. Prime Instant Video was up 0.06% from the previous period.

Other video services accounting for meaningful downstream traffic included YouTube at 15.56%, iTunes at 3.36% and Facebook at 2.65%.

Sling TV, the over-the-top video service launched by Dish Network in February, accounted for less 1% of downstream traffic.

Sandvine said the fact Sling TV launched just one month prior to its data collection and HBO Now didn’t bow service until April, suggest the two platforms bear watching going forward. Notably absent from the results was CBS All Access.

Sandvine said additional factors affecting downstream traffic include video services’ access to content. It cited HBO Now and HBO Go as “especially susceptible” because much of their content is made available only after pay-TV broadcast.

Indeed, when tracking downstream peak period traffic on one day (April 12, the debut of season five of HBO’s “Game of Thrones”) via one fixed broadband network in the eastern United States, Sandvine found that Netflix still dominated at 33.5% market share compared with 3.4% for HBO Go, 1.9% for Prime Instant Video and 0.7% for HBO Now.

In fact, Netflix saw its downstream traffic increase 10% to 35% during the Friday, Saturday and Sunday (Feb. 19-22) weekend premiere of the third season of its original series “House of Cards.”

The report said the jury is still out regarding HBO Now’s impact on Netflix.

“What HBO Now does do, however, is crack the door open for more OTT video options for subscribers, and that is something that could have a significant impact on network operators,” read the report.

Meanwhile, among mobile devices, YouTube increased in downstream traffic market share to 21.2%, followed by Facebook at 15.8%, Snapchat and Instagram at 4.48% and 4.39%, respectively.

Netflix remains primarily an in-the-home video service as its mobile downstream traffic market share logged in at 4.08%.

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