News

61% of Digital Movies Streamed via Netflix

NPD Group says 25 percent of movies watched at home are streamed or downloaded.


Jason Knott · March 16, 2011

In another sign that physical media such as Blu-ray players have a shortening lifespan in your home theater installations, a recent review of the home video market by The NPD Group shows Netflix’s share of digital movie units - downloaded or streamed - reached 61 percent between January 2011 and February 2011.

It was followed by Comcast at 8 percent, and a three-way tie for third at 4 percent among DirecTV, Time Warner Cable, and Apple. Based on information from NPD’s new VideoWatch Digital tracking service, digital video now makes up one quarter of all home videos.

“Sales of DVDs and Blu-ray Discs still drive most home-video revenue, but VOD and other digital options are now beginning to make inroads with consumers,” says Russ Crupnick, entertainment industry analyst for NPD. “Overwhelmingly digital movie buyers do not believe physical discs are out of fashion, but their digital transactions were motivated by the immediate access and ease of acquisition provided by streaming and downloading digital video files.”

Related: Netflix Unveils Streaming-Only Plan for U.S.

NPD also compared consumer-reported satisfaction with four modes of digital-video acquisition: electronic sell-through (EST), Internet VOD (iVOD), cable VOD, and subscription streaming. Consumers clearly recognize that EST services like iTunes have the most “current releases available,” while Netflix streaming gets credit from customers for providing the best “overall shopping experience” and “value for price paid.”

The data is based on online surveys of U.S. consumers age 13 and older conducted between January and the third week of February 2011. The final reporting is based on 10,618 completed surveys.



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  About the Author

Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at jason.knott@emeraldexpo.com

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