Monday, 15 June 2015

14% of UK homes subscribe to Netflix

"In the fourth quarter of 2014, it put on around 4m new subscribers worldwide to hit 57.4m and it now expects, at the very least, to repeat that growth each quarter. Our figures here show that 14.1% of UK homes now subscribe.
It’s a bold strategy. Though, as more experienced TV companies know only too well, money is no guarantor of audiences. Sceptics will tend to point out, for instance, that Netflix’s most recent flagship commission, Unbreakable Kimmy Schmidt, is actually an NBC reject.
Good programming will obviously attract viewers - and no one’s quibbling about the likes of House of Cards. But if you’re after evidence of a paradigm shift, then you should look away now. The most telling nugget from our main bar chart is the notion that Netflix indexes poorly against households that don’t have a TV. (The households that probably consume video entertainment via broadband on other sorts of digital screen.)
In other words, digital natives are not huge fans of Netflix. Actually Netflix viewers tend to be found in cable households (Virgin Media promotes it as part of its TiVo package); they tend to be people who own three or more TV sets and also subscribe to sports and movie packages. They are, not to put too fine a point upon it, inveterate telly addicts. "

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