TiVo: Netflix ‘Essential’ to 52.7% of Consumers

With more than 58 million domestic subscribers, Netflix is considered “essential” among consumers to their entertainment consumption, according to new data from TiVo.

The SVOD pioneer (52.7%) topped YouTube videos (45.9%) and cable TV (39.5%) as the primary source for home entertainment, according to a survey of 4,458 adult respondents in the United States and Canada conducted in the fourth quarter of 2018.

Just over 40% of respondents selected cable TV as supplemental to their home entertainment needs, suggesting consumers are divided in their loyalties to pay-TV, according to TiVo. This split doesn’t exist for Netflix, which is considered supplemental by only 30% of respondents.

The report found the average household among survey respondents used 2.75 media services in 2018 — up 26% since 2017.

“Live TV is still favored, but content providers such as Netflix and YouTube are gaining ground,” wrote TiVo.

The DVR pioneer, which has conducted its “TiVo Trends” media analysis since 2012, found that combining Netflix with Amazon Prime Video and pay-TV was a favored (10.6%) bundle among consumers. Other bundle options included Facebook, YouTube and pay-TV (7.5%) and YouTube, Netflix and pay-TV (7.5%).

Indeed, Comcast now offers direct access to Netflix, YouTube and Amazon Prime Video for Xfinity X1 subscribers. TiVo said 63.6% of respondents watch one hour or more of live TV per day, which tops OTT video (52.2%), recorded programming (51%) and live sports (45.6%).

“Clearly, consumers are still turning on their TVs and watching live content every day,” wrote TiVo.

The report found 69.3% of respondents use over-the-top video services while 30.7% do not. Among OTT video users, Netflix (50.4%) and Prime Video (21.8%) lead the pack among streaming video platforms.

Other included YouTube TV (11.9%), Hulu (9.5%), HBO Now (7.5%), Hulu with Live TV (6.9%), DirecTV Now (6.3%), CBS All Access (5.2%), PlayStation Vue (4.4%), Showtime OTT (4.1%), Starz (3.6%) and Sling TV (3.2%).

 

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