Half of US non-pay TV subscribers have Netflix

Some 36% of pay TV subscribers and 48% of non-subscribers now subscribe to Netflix, according to a US study by Leichtman Research Group.

According to the ‘On-Demand TV 2014: A Nationwide Study on VOD and DVRs’ research, 36% of US Netflix subscribers stream video daily and 72% do so weekly – up substantially from 2010 when the percentages stood at 10% daily and 43% weekly.

Broken down, 32% of pay TV subscribers with Netflix were found to stream Netflix daily, while 53% of non-pay TV subscribers with Netflix stream daily.

Overall, Leichtman said that 76% of US households have a DVR, subscribe to Netflix, or use VoD from a cable or telco provider, with 26% of households using two of the services and 11% using all three.

Some 59% of all cable subscribers were also found to have used VoD at some point, compared to 46% in 2009 and just 10% in 2004.

“Along with Netflix and other over-the-top offerings, these on-demand TV services have permanently changed the options of how people may choose to watch TV,” said Bruce Leichtman, president and principal analyst for Leichtman Research Group.