Netflix Takes Big Chunk of Viewing but May Not Hurt Ad-Supported TV
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Ownership of dedicated set-top or plug-in devices that access Netflix, YouTube and other web-based services on big-screen TVs has increased tenfold since 2010 to 21% of U.S. households, according to a new report by GfK.
But while the trend is fueling big increases in viewership of video on subscription services, particularly Netflix, it’s not having much impact on “regular” ad-supported broadcast or cable TV yet, according to David Tice, a senior VP leading the media sector at GfK.
Netflix, in particular, is taking a substantial chunk of viewership time in the U.S., according to the Over-the-Top TV 2014 study, based on a GfK tracking survey of more than 1,000 people in the U.S. “Over-the-top” is industry jargon for video entertainment delivered via the web. While the survey doesn’t track viewership directly and is based on reported viewing, it’s not clear that self-reported viewership biases results toward any particular media or delivery system.
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