‘House Of Cards’ Makes Netflix Subscribers More Loyal: Survey

Here’s an early indication that Netflix‘s high-profile bet on original programming will pay off. About 86% of subscribers say that political drama House Of Cards starring Kevin Spacey makes them less likely to cancel, according to a survey last week conducted by investment firm Cowen and Co. That could be important for Netflix. It’s easy to cancel the service, so execs know they have to keep customers excited. But be sure to take the survey results with at least a little grain of salt: the sample size is small. Only 346 of the 1,229 U.S. consumers surveyed on February 12-13 are Netflix customers, although another 223 are classified as non-subscribers who have access to a Netflix subscription. About 10% of subscribers and those with access to Netflix viewed at least one episode of House Of Cards in the first 12 days after it became available. The average person who tuned in watched six episodes over that period, but 19.4% watched all 13. Viewers were impressed: 36% called the series “exceptional” while 43% deemed it “good.” Despite the small sample size, “if future original programs are as successful as House Of Cards, it likely leads to a stickier subscriber base over time,” says company analyst John Blackledge. (more…)

This article was printed from https://deadline.com/2013/02/house-of-cards-netflix-subscribers-loyalty-survey-433784/