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NPD: 25% of Consumers Stream Movies, TV Shows in the Home

16 Dec, 2013 By: Erik Gruenwedel

Franchise theatrical releases and serialized broadcast TV programming tops among streaming subscribers

One in four U.S. consumers who watch a TV show or movie in the home do so through a subscription video-on-demand service such as Netflix, Amazon Prime Instant Video or Hulu Plus, according to new data from The NPD Group.

Among SVOD users, franchise theatrical releases and serialized TV shows airing on networks and cable rate the most popular programming. The top three movies on SVOD in 2013 include Lionsgate/Summit Entertainment’s The Hunger Games, Disney/Marvel’s The Avengers and Universal’s The Lorax.

NPD bases its finding on the analysis of 450,000 digital transactions from its VideoWatch surveys.

"It's not surprising that big box office hits do well with the SVOD audience," said Russ Crupnick, SVP of industry analysis for The NPD Group, in a statement. "With The Hunger Games, The Avengers and other franchise titles, there's the added sweetener of introducing new audiences to the franchises and improving box office receipts."

Meanwhile, through October, the top three ranked TV series on SVOD were all still airing on broadcast TV and cable. They included AMC Networks’ “Breaking Bad” and “The Walking Dead,” and CBS’s “How I Met Your Mother.”

When NPD reviewed TV program streaming volumes, the share of total TV streams demonstrated the popularity of shows produced solely for SVOD, like Netflix’s "Arrested Development," "House of Cards" and "Hemlock Grove."

During the six weeks following the release of season four of "Arrested Development,” 11% of Netflix subscribers per week streamed at least one episode, which translates into more than three million viewers. Other original series also fared well after their initial SVOD releases — with 5% streaming "House of Cards" and 4% streaming "Hemlock Grove." 

Netflix says women’s prison dramedy “Orange is the New Black” is its most-streamed original series. The series’ star, Taylor Schilling, was just nominated for a Golden Globe Award.

"SVOD has been shaking up the home video market since it was introduced in 2007," Crupnick said. "Today, one out of four U.S. consumers who acquired a movie or TV show through subscription, rental or purchase in the first-half of this year did so using SVOD."

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