New Study Shows Netflix is Booming But Cable Still Rules the Roost

/ Oct 1, 2013

CordCut

For all of Netflix’s recent “wins,” of which there have been many, the online television platform is still far from taking down cable television, according to a new report from eMarketer.

While Netflix is dominating among online streaming sites — 63% of online viewers use Netflix — cable television is still bringing in the majority of pay-TV customers by a wide margin. When it comes to paying for a television service, 70% of surveyed participants stick with cable while 56% have embraced Netflix.

Perhaps most interesting about the report, which was culled from a PricewaterhouseCoopers survey, is the fact that among the 18-24 demographic, 77% have yet to cut the cord. Although that same demographic makes up the largest swath of Netflix users (56%), the fact that online video’s biggest supporters are still overwhelmingly subscribed to a cable service suggests that streaming television still has much to overcome. People still primarily view Netflix as an add-on to their TV viewing experience — as a way to catch up on what they missed during the week.

Original programming might play the most important role in changing that perception. According to the survey, 63% of internet users said original content was at least somewhat important in their decision to pay for a streaming service. The success of Netflix’s recent foray into original programming shows that the streaming television platform is well aware of the premium placed on original content.

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