OTTAWA – Canadian subscribers to Netflix consider the video streaming service as more of a television service than an Internet service, according to a new report by the Media Technology Monitor (MTM).
The report, entitled ‘Internet TV Has Changed: The Rise of Netflix’, found that Netflix is particularly attractive to heavy TV viewers, with Netflix viewers reportedly watching 28% more television than the average Canadian when their Netflix viewing is included.
“More than four out of five Netflix subscribers also subscribe to TV from a regular provider, like cable or satellite,” said Mark Allen director of research and strategic analysis at CBC/Radio-Canada, in the report’s news release. “In fact, over one-third of them also subscribe to pay TV services, like TMN and Movie Central.”
Netflix’s multi-screen offering (i.e. TV, computer, tablet, smart phone) is also informative to TV providers trying to launch a similar service, the report continued. The MTM study found that while many Netflix subscribers watch on multiple screens, three-quarters of all the time spent viewing Netflix is on a television.
The MTM is the largest and longest running media technology survey in Canada. This report is based on 8,000 telephone interviews in the fall (4,000 Anglophones and 4,000 Francophones) and another survey of 4,000 Canadians in the spring (2,000 Anglophones and 2,000 Francophones).
