Report: Netflix Share of Subscription VOD Drops Slightly

The number of viewers watching TV shows via subscription video-on-demand (SVOD) services increased 34% between 1Q 2012 and 1Q 2013, with Netflix commanding a dominant 90% share of video-streaming units — 4 percentage points lower than a year ago, according to The NPD Group’s latest VideoWatch VOD report.

Contributing to SVOD growth is growing overall viewing of TV programming, according to NPD. The TV category of NPD’s VideoWatch Digital tracking service accounts for 80% of streams. Netflix holds an 89% share, with HuluPlus exhibiting “healthy growth” and accounting for 10% of TV streams in 1Q. Amazon Prime accounted for just 2% of the overall TV units streamed in 1Q. The percentage of SVOD subscribers streaming only from Netflix fell to 67% in 1Q13 from 76% in 2Q 2012, with 10% of SVOD streamers using both Netflix and Amazon Prime and 8% using both Netflix and Hulu.