Netflix Continues To Crush Competition In Fast-Growing Streamed TV Market: Report

TV shows accounted for 80% of the streams for subscription video on demand (SVOD) services in Q1, The NPD Group reports this morning — and the number of people who watched TV online was up 34% vs the period last year. But although the research group notes that Amazon Prime and Hulu Plus are gaining market share, the folks at Netflix shouldn’t be worried. The company accounted for about 89% of the TV streams, while Hulu Plus had 10% followed by Amazon Prime’s 2%. “There’s no doubt that Netflix is driving the growth in SVOD, particularly with increased attention to television programming,” says SVP of Industry Analysis Russ Crupnick. Consumers are starting to consider the alternatives. The ranks of Netflix-only SVOD subscribers dropped to 67% from 76%. Another 10% used Netflix and Amazon Prime while 8% used Netflix and Hulu. Although Netflix has had a “virtual monopoly on the SVOD market,” Crupnick says, “we are beginning to see increasing trial” of Hulu and Amazon. The data comes from a survey of 46,403 SVOD subscribers and was weighted to reflect U.S. Internet users over age 13.

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