No stranger watching: Netflix users remain loyal to the portal, according to a study

Just one in five Netflix users uses another portal to stream movies and series. This means that Netflix customers behave differently than those of competing streaming services, who like to think outside the box from time to time. This is the result of a recent US study by the market research company Second Measure.


A full 80 percent of paying Netflix customers do not use another service to stream TV content. Apparently, they have enough choice in their preferred portal to remain loyal. Contrast that with less than half (40 percent) of users of rival DirectTV Now, who say they have only one streaming account. Among HBO Now customers, just 28.5 percent say the same. All other users use another service for more variety.

In the USA, industry giant Netflix claims around 25 percent of the entire streaming market. The portal Hulu, which currently ranks second, covers just seven percent of the market in comparison. Only 36.8 percent of Hulu users stated in the study that they do not use any other streaming service. This illustrates the enormous influence of Netflix.

For the study, the researchers analyzed the largest streaming platforms in the USA. However, they omitted the Prime Video service, as it is not a standalone service and is linked to a number of Amazon features. Nevertheless, the study concludes that it is unlikely that more Prime customers will forgo another streaming portal than Netflix users. (pte)

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