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OTT Viewing Still Ancillary To Linear TV

Much wringing of hands continues in the broadcast and multichannel TV service industries over the growth of over-the-top (OTT) TV viewing activity as services begin to beef up their lineups with compelling original content.

But recent research continues to indicate that at least, so far, there is no immediate threat to establish delivery paradigms.

According to research and analytics gathered from the viewing habits of TiVo DVR users across the country, subscriptions to online streaming-video resource Netflix does not cannibalize the amount of linear television viewing that occurs in TiVo households. 

The findings were part of a study on OTT TV viewing patterns conducted from November 2012 through April 2013 across 28 of the most-watched TV networks among self-identified Netflix and TiVo subscribers.

The study gathered data from 9,956 TiVo subscribers “who affirmatively opted in to have their set-top box viewing information collected as part of TiVo’s Power|Watch panel.”

TiVo Research and Analytics (TRA) observed historical TV viewing of those Netflix users benchmarked against the total universe of TRA’s 1.5 million TV households.

According to the findings, 57 percent of survey respondents stated that they subscribe to Netflix and 18 percent had watched “House of Cards.”

Fifty percent also reported they subscribe to Amazon Prime and 18 percent to Hulu Plus. Eight percent subscribe to all three OTT services.

Netflix households also are heavier viewers of other premium dramas, with households who reported viewing “House of Cards” saying they watched 85 percent more HBO than non-Netflix households.

“House of Cards” households watched Showtime’s “Homeland” 125 percent more than those who don’t use Netflix.

Netflix households viewed Showtime’s “Homeland” 26 percent more than those who don’t use Netflix.