Half of US and UK Netflix subscribers also subscribe to Amazon Prime Video

"Futuresource Consulting has published the 12th wave of its Living With Digital consumer survey, which reveals the latest trends in digital entertainment, with a focus on the US, UK, France and Germany but has now expanded to cover Italy, Spain, Australia, Canada, as well as Japan, South Korea and China. It explores topics which highlight consumer preferences for digital video format adoption, influences affecting purchasing decisions and connected device adoption. Also included is an ongoing narrative around pay-TV cord-cutting and the multinational competitive situation between Netflix and Amazon Prime Video.
The report highlights the continued growth in SVoD users, amongst both Netflix and Amazon Prime Video, in addition to the rafter of local competitors. There is also encouragement from the growing base of transactional digital video consumers and digital media adaptor owners, together with details on the continued but steady shift away from scheduled TV viewing to non-linear content consumption.
The study highlights that multiple online subscription uptake continues to rise compared with results from the previous wave of research. However, there is high overlap between Netflix and other leading SVoD services in each country, particularly Amazon Prime Video in the US, UK and Germany. Approximately half of Netflix subscribers also use Amazon Prime Video in the UK and US, with 30 per cent of US respondents now using both Amazon Prime Video and Netflix.
“Netflix uptake continues to grow in all countries and although satisfaction levels for Netflix are high, they do vary considerably by country” commented David Sidebottom, Principal Analyst, Media and Entertainment at Futuresource Consulting. “Over half of US respondents say they are extremely satisfied with Netflix, 83 per cent are satisfied or very satisfied; this falls to around two-thirds in France and Germany.”"
Source:  Advanced TV, 24th August, 2016