By Sahil Patel
Netflix wants to be a new kind of HBO, but that doesn’t mean Netflix is cannibalizing the actual HBO (as well as other TV programmers). This is according to a new study from TiVo Research and Analytics, which looked to measure TiVo subscribers’ TV viewing behavior as well as their opinions on original programming from OTT services like Netflix.
The study included a survey element, which received over 9,900 responses from TiVo subscribers who have opted into having their set-top-box viewing information collected.
Per the findings: There was “no significant difference” in traditional TV viewing between self-reported Netflix and non-Netflix households, and neither group differed much from the overall TV viewing population.
When it comes to Netflix’s original programming, 18% of respondents indicated that they have watched “House of Cards.” What’s more interesting though is that respondents who reported viewing “House of Cards” also watched 85% more HBO than non-Netflix households. In addition, “House of Cards” households watched Showtime’s “Homeland” (which won the Emmy for Outstanding Drama Series last year) 125% more than non-Netflix households. Which is all to say, people who look good TV like to watch a lot of TV. It’s also data that certainly supports Netflix’s ambitions on becoming the next premium cable network.
Among the other findings, 50% of respondents also subscribe to Amazon Prime and 18% subscribe to Hulu Plus, while 8% pay for all three.