The average Netflix user (ages 13 to 54) watches 5.1 TV shows and 3.4 movies per week via the service, according to GfK.
Using conservative length estimates for TV shows and movies, (30 minutes and 1.5 hours, respectively), this means that an average Netflix subscriber spends about eight hours a week watching the service. This is double the time than an average person (ages 13 to 54) spends using a videogame system (about 3.5 hours a week).
Overall, the study found that 47% of 13- to 54-year-olds have ever used Netflix, and 39% are monthly users – up from 35% in 2011.
Despite these levels, there is softness in Netflix loyalty. Almost four in ten (37%) Netflix subscribers still have a negative view of the brand in the aftermath of 2011’s pricing missteps; and 51% would be willing to switch to a similar service if it was offered by their pay-TV service (compared to 45% in 2011).
“In a short time, Netflix has carved out a powerful role in US media, providing the kind of content control and user-friendly interfaces that consumers demand now,” said David Tice, SVP of GfK Media and director of The Home Technology Monitor. “Netflix clearly has built a model worth emulating – but it will have to fight harder to sustain brand loyalty and its position as market leader.”
The results are from a new study, Over-the-Top TV 2012: A How People Use Media Report, that was conducted in June 2012 among 1,051 persons ages 13 to 54.
