Description
Product Category: Broadband Media
Price: $2500.00
Release Date: 2010 Q1
Author: Michael Greeson
Pages: 45
Figures: 27

 
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"Netflix is the poster boy for streaming at the moment," said Colin Dixon, a senior partner of the Diffusion Group research firm. "Their competition isn't Blockbuster anymore, their competition is HBO."

San Francisco Chronicle January 31st, 2010

For those watching the Over-the-Top video market, Netflix has become gold standard by which other services are judged. Initially launching to the PC, Netflix expanded the reach of its ‘Watch Instantly’ service to include the TV in May of 2008 via a host of partners creating stand-alone boxes or embedding the service into other CE devices.

Within this short time, already half of Netflix ‘Watch Instantly’ users are streaming to the TV. In our latest consumer research, TDG profiles those broadband households that are using the ‘Watch Instantly’ service. This report offers an in-depth look into this first wave of OTT users, profiling the segment by key demographics, CE ownership, broadband and PayTV subscriptions and use, mobile video proclivities, and online video behavior.

This report is a must-read for any company looking to leverage OTT delivery.

Table of Contents

Key Findings
1    Introduction – Consumer Use of Netflix’s "Watch Instantly" Service
2    Broadband Service and Home Network Use
    2.1 Broadband Service
    2.2 Home Network Familiarity and Use
    2.3 Connected Devices
3    CE Ownership
    3.1 Generally
    3.2 Game Consoles
4    Online Video Viewing
    4.1 Weekly Online Video Viewing
    4.2 Weekly Online TV Viewing
    4.3 Impact of Online TV Viewing on Regular TV Viewing
5    PayTV Services
    5.1 PayTV Service Subscriptions
    5.2 Value-Added PayTV Services Used
    5.3 Monthly PayTV Expenses
    5.4 Weekly TV Viewing Hours
    5.5 Proclivity to Downgrade PayTV Service
    5.6 Proclivity to Switch PayTV Service Providers
    5.7 Proclivity to Cancel PayTV Service
6    Mobile Video Viewing
    6.1 Use of Mobile Video Services
      6.1.1 Mobile Broadband TV Services
      6.1.2 Mobile Video Streaming Services
      6.1.3 Mobile Video Clip Services
      6.1.4 Portable Download Services
    6.2 Weekly Mobile Video Viewing
7    Value of "Watch Instantly" Service and Specific Enhancements
    7.1 Perceived Value of "Watch Instantly" Streaming Service
    7.2 Value of Adding Recently Released Titles to "Watch Instantly"
    7.3 Value of Mobile Delivery of "Watch Instantly" Service
8    Demographics
    8.1 Age
    8.2 Gender
    8.3 Education
      8.3.1 College Status
      8.3.2 Educational Level
    8.4 Marital Status
    8.5 Presence of Children in the Home
    8.6 Annual Household Income
    8.7 Residential Dwelling
    8.8 Tech Adopter Status

List of Tables
Table 1  Network-Connected Devices and Netflix Status 
Table 2  CE Penetration and Netflix Status
Table 3  Game Console Penetration and Netflix Status
Table 4  Weekly Online Video Viewing and Netflix Status
Table 5  Weekly Online TV Viewing and Netflix Status
Table 6  Weekly TV Viewing Hours and Netflix Status
 

List of Figures
Figure 1  Familiarity and Use of Netflix "Watch Instantly" Status among Sample
Figure 2  Broadband Service and Netflix Status
Figure 3  Home Network Familiarity and Netflix Status
Figure 4  Impact of Online TV Viewing and Netflix Status
Figure 5  PayTV Service Subscriptions and Netflix Status
Figure 6  Additional PayTV Services Used and Netflix Status
Figure 7  Monthly PayTV Expenses and Netflix Status
Figure 8  Downgrade Proclivity and Netflix Status
Figure 9  Proclivity to Switch and Netflix Status
Figure 10  Proclivity to Cancel and Netflix Status
Figure 11  Use of Mobile Broadband TV Services and Netflix Status
Figure 12  Use of Mobile Video Streaming Services and Netflix Status
Figure 13  Use of Mobile Video Clip Services and Netflix Status
Figure 14  Use of Portable Download Services and Netflix Status
Figure 15  Time Spent Watching Mobile Video Each Week and Netflix Status
Figure 16  Perceived Value of "Watch Instantly" Service
Figure 17  Value of Adding Recently Released Titles to "Watch Instantly"
Figure 18  Value of Mobile "Watch Instantly" Service  Figure 19 – Age and Netflix Status 
Figure 20  Gender and Netflix Status
Figure 21  Active College Status and Netflix Status
Figure 22  Education and Netflix Status
Figure 23  Marital Status and Netflix Status
Figure 24  Children per Home and Netflix Status
Figure 25  Income and Netflix Status
Figure 26  Residential Dwelling and Netflix Status
Figure 27  Tech Adopter Status and Netflix Status