Netflix subs watching more TV shows

Michelle Clancy | 13-07-2012

In the wake of CEO Reed Hastings' announcement that Netflix members watched more than two billion hours of streamed video in Q4 2011, a Nielsen survey has revealed that 19% of subs use the service for TV rather than movies, 8 percentage points more than in 2011.

Conversely, subscribers mainly streaming movies dipped from 53% in 2011 to 47% in 2012. Proving that consumption of media happens opportunistically, Netflix users that prefer to watch both movies and TV shows equally remained relatively flat—36% in 2011 and 35% in 2012.

The TV-watching increase comes in the wake of Netflix jumping feet first into production of orginal shows themselves, rolling out high-profile content options—like the eight-episode Lillehammer, starring Steven Van Zandt and Arrested Development.

"Increasing original content could help to drive Netflix users to stream even more TV-like content in the future," Nielsen said in its blog.

Since 2000, the number of Americans with Internet access has more than doubled from 132.2 million to 274 million, according to Nielsen and NM Incite's U.S. Digital Consumer Report. As such, it should be no surprise that online content is increasingly part of Americans' entertainment fare. At the end of 2011, roughly one‐third of consumers streamed long‐form content such as a movie or TV show from the Internet through a paid subscription service like Netflix or Hulu‐Plus.