Virgin Media customers from an older demographic (aged 55-74) are rapidly catching up with younger viewers in their use of Netflix.
According to Laurie Guigon, customer insights, Liberty Global, speaking at the Connected TV World Summit in London, this was one of the key findings in a case study undertaken by Virgin Media into the use of Netflix in the UK.
She added that growth in adoption shows that customers want to use Netflix on a big screen. Between Q1 2017 and Q1 2018 the Netflix adoption rate in UK households (BARB) increased by 32%, while for those accessing Netflix through Virgin Media’s set-top box it rose by 43%.
Netflix has become an additive part of customers’ overall STB entertainment experience.
Moreover, it is becoming increasingly popular, with the proportion of heavy users of the SVOD service growing by 6% in the year to Q1 2018.
At the same time, it grew by 4% among regular users and fell by 1% by bingers and 9% by light users.
