Netflix streaming grows by triple digits
Michelle Clancy
| 26 September 2014
Netflix usage continues to grow impressively: streaming traffic has increased 350% during the last 10 quarters according to the Diffusion Group (TDG).

This represents a rise from two billion hours in the fourth quarter of 2011 to seven billion hours as of the second quarter of 2014.

Total streaming among US Netflix subscribers rose from 1.8 billion hours in to 5.1 billion hours, almost tripling during the period. Meanwhile, total international streaming grew from 0.2 million hours to 1.9 million hours, a 10-fold increase that reflects the company's ongoing global expansion.

Although the rate of international streaming growth has outpaced that of domestic streaming, US consumption remains responsible for the majority of total worldwide streaming hours. But the tide is shifting: In 2011, domestic Netflix subscribers represented 94% of the worldwide total. In the second quarter of this year, the US share of total worldwide subscribers declined to 72%, a trend expected to continue as Netflix executes its international expansion strategy.

"When Netflix first launched in 1998 as an innovative DVD-by-mail subscription service, it would have been difficult to imagine that not only would it pass HBO to become the largest premium TV/movie subscription in the US, but that it would be ramping up a formidable international streaming business," said Bill Niemeyer, senior adviser at TDG.

He added that this is all the more notable given that Netflix launched its Internet streaming service only seven years ago, in 2007