Netflix Original Content Wins Over Viewers - eMarketer

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Netflix Original Content Wins Over Viewers

But it’s not why they subscribe

September 4, 2015

Netflix's original content is no longer all that new—and according to research, it's caught on with viewers. Between February 2014 and August 2015, the share of US Netflix users who didn't watch any original content dropped by one-third.

That's according to RBC Capital Markets, which found that 24% of US Netflix users still don't watch original content.

Back in early 2014, 24% of US Netflix subscribers said half or more of the content they watched was original to the streaming service. By August 2015, that share had risen to 38%.

Earlier research from Cowen and Company found that fewer than a quarter of Netflix subscribers said original programming motivated them to subscribe.

But Netflix users are decided happy with the service. In May, RBC found that 73% of US users were "not at all likely" to cancel their subscription in the next three months.

According to Horowitz Research, 57% of US over-the-top video viewers used Netflix to watch TV weekly as of May. And Hub Research found that, in 2015, US TV viewers spent 20% of their TV viewing time with Netflix—up from 16% in 2013.

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