Netflix Users Spend 18 Minutes Picking Something to Watch, Study Finds

Streaming giant’s subscribers browse programming for twice as long as cable users

Netflix users spend twice as much time browsing before selecting a program to watch than cable TV viewers do, according to a new study.

The streaming giant’s subscribers also spend more days watching entertainment per week, but watch fewer programs per day, Reelgood and Learndipity Data Insights found. The latter data point makes sense, as Netflix contains quite a bit of longer-form programming.

The two companies that commissioned the study also teamed up to discover different attitudes towards viewing, based on a survey of 2,000 Americans. Below are their findings.

1.  AVERAGE TIME SPENT BROWSING BEFORE SELECTING A PROGRAM TO WATCH:
– Cable TV viewers: 9.1 minutes
– Netflix users: 17.8 minutes

2.  AVERAGE NUMBER OF DAYS PER WEEK WATCHING ENTERTAINMENT PROGRAMMING:
– Cable TV viewers: 5.0 days per week
– Netflix users: 5.5 days per week

3.  AVERAGE NUMBER OF PROGRAMS WATCHED PER DAY:
– Cable TV viewers: 4.1 programs per day
– Netflix users: 3.2 programs per day

4.  TRUST IN ENTERTAINMENT RECOMMENDATIONS FROM FRIENDS
– Cable TV viewers: 19 percent value a friend’s recommendation more than a professional critic.
– Netflix users: 30 percent value a friend’s recommendation more than a professional critic.

5. DIFFERING ENTERTAINMENT TASTES FROM SPOUSE OR SIGNIFICANT OTHER
– Cable TV viewers: 30 percent want to watch something different than their spouse or significant other
– Netflix users: 40 percent want to watch something different than their spouse or significant other

6. STRONG IDENTIFICATION WITH SPECIFIC ENTERTAINMENT GENRES
– Cable TV viewers: 41 percent enjoy watching dramas and 56 percent enjoy watching comedies
– Netflix users: 63 percent enjoy watching dramas and 75 percent enjoy watching comedies