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Cable Technology Feature Article

July 30, 2013

TiVo Research and Analytics: Netflix Not Eating into Traditional TV Viewing

By Raju Shanbhag, TMCnet Contributor

Since Netflix has brought TV programs to users’ mobile phones and computers, many experts have been arguing that traditional TV viewing is on the decline. The comfort and flexibility that Netflix offers seems to be attracting many viewers away from traditional television viewing to this on-demand consumption model.

But a new study by TiVo (News - Alert) Research and Analytics states that this is not the case. In the study, the company interviewed self-identified Netflix subscribers and found that traditional TV tuning behaviors still were the same.

It appears that the increasing popularity of Netflix has not eaten into the amount of linear television viewing in TiVo households. In fact, the study reports that there was no difference whatsoever in the amount of traditional TV viewing between self-reported Netflix and non-Netflix households. The study also indicates that Netflix subscribers watch television programs much more in general than non-Netflix viewers.

Apart from this survey, the company has also published a survey about OTT (over the top) subscriptions and viewing behaviors. These behaviors can be matched with conventional TV viewing behaviors through their set-top-boxes.

Such surveys help media planners, advertising agencies and other companies that spend money on television advertisements. These studies provide such businesses with straightforward, customized reports that help them to establish the true effectiveness of advertising campaigns.

Mark Lieberman, CEO of TRA said, "Our data show that Netflix is not currently a substitute for traditional television, but offers a way for TV lovers to watch more of the kinds of programs they love. The future of television may tell a different story, but as of today we've found that the Netflix subscribers in our study are not watching less traditional TV.”

Recently, the company expanded its advertising optimization solution with Power||Watch, which includes a panel of 48,000 TiVo households that have willingly come forward to provide personally identifiable viewing information.

Edited by Blaise McNamee

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