Monday, April 29, 2019

Netflix Is Considered The Most Indispensable TV Programming Brand

Almost half (44%) of TV viewers ages 16 and older say that if they could only keep some of the TV networks they have access to, Netflix would be on their list, according to figures published by Hub Entertainment Research. This number puts it well above incumbent broadcast and cable networks, but how does it pan out across age groups?

Netflix has an even stronger lead among those age 16-34, with close to 6 in 10 (59%) putting it among their indispensable programming sources. Two other streaming services – Hulu (26%) and Amazon Prime Video (17%) – also make the top 5 for this age bracket.

But among older viewers Netflix drops down the list. TV viewers ages 35 and older are more likely to put CBS (41%), ABC (37%) and NBC (37%) above Netflix (35%) when it comes to their indispensable networks and sources. FOX (26%) rounds out the top 5 for these viewers, who clearly remain attracted to broadcast networks. That’s likely not too surprising given the enduring appeal of traditional TV among older Americans.

These findings align with data from a separate study from Solutions Research Group, which also puts Netflix as the leader among “must keep” TV brands for younger viewers (18-34 year olds), while ABC leads among the population as a whole.

Earlier research by Hub also found that Netflix now tops live TV as the destination for viewers’ favorite shows.

The Hub Research Entertainment study also demonstrates how original content increases viewing likelihood. More than two-thirds (69%) of viewers aged 16-34 and almost half (46%) of those ages 35+ said that the term “original” makes them more interested in a show or movie they haven’t seen before.

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