Does Original Content Drive Netflix Subscriptions? - eMarketer

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Does Original Content Drive Netflix Subscriptions?

It’s a nice-to-have

December 14, 2015

Although original content like “House of Cards” and “Orange Is the New Black” has helped make Netflix a video streaming destination, original programming is not necessarily driving subscriptions.

Extent to Which Having Access to Original Content Convinced US Internet Users to Subscribe to Netflix, Nov 2015 (% of respondents)

According to November 2015 data from RBC Capital Markets, more than half of US internet users said that having access to original content did not influence their decision to subscribe to Netflix at all. More than a quarter of respondents said that having access to original content convinced them a great deal, or a good amount, to subscribe to Netflix.

Original programming is just a part of why viewers subscribe to the service. And while Netflix does plan on launching twice as many of its own shows next year, it’s the convenience of on-demand streaming programming that is driving subscriptions to its service.

Reasons that US Netflix Subscribers Subscribe to Netflix, Jan 2015 (% of respondents)

January 2015 research from Cowen and Company revealed that 82% of US Netflix subscribers subscribe to the service because of the ease of viewing its on-demand streaming content.

In addition, more than two-thirds of respondents said that cost effectiveness was a reason, 64% said it was because of the broad streaming content library—which included movies and TV shows—and half of respondents said that the ability to access the service on their TV, computer or tablet was a reason they subscribed. Just 23% of respondents said original programming was why they did.

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