Americans do love their TVs. Among the 118 million or so U.S. households with a TV, the average number of TVs per household is about three. More than half of TV households have either a subscription to Netflix Inc. (NASDAQ: NFLX) or a digital video recorder (DVR) or both. The stunning detail is that 54% of U.S. households have a Netflix subscription, compared with 53% with a DVR.
This is the first time that Netflix subscriptions have topped DVRs in the Leichtman Research Group’s (LRG’s) 15 years of conducting the survey. In 2011 44% of TV households had a DVR and 28% had a Netflix subscription.
In the latest survey, 82% of U.S. TV households have a Netflix subscription, a DVR, or use the video on-demand (VOD) service from their cable or telecom provider. Some 30% of households use two of these services and 14% use all three.
Bruce Leichtman, LRG’s president and principal analyst said:
On-Demand and time shifting TV services like DVR, VOD and Netflix have permanently changed the way that people can watch TV. Today, over 50% of households have a DVR and, for the first time in the fifteen years of this study, over half of households have Netflix. Yet traditional TV viewing still exists. For example, 46% of adults agree that they often flip through channels to see what’s on TV.
Other related finds in the survey include the following:
- 64% of households get a subscription video on-Demand (SVOD) service from Netflix, Amazon Prime, and/or Hulu — 51% of all adults stream any of these services on a monthly basis
- 23% of all adults stream Netflix daily — compared to 6% in 2011
- 81% of Netflix streaming users watch Netflix on a TV set
- 64% of pay-TV subscribers have a DVR — compared to 49% in 2011
- 60% of DVR households have DVR on more than one TV — compared to 33% in 2011
- 65% of all cable and Telco video subscribers have used VOD from their current provider
- 58% of all cable subscribers used VOD in the past month — compared to 42% in 2011