Save your FREE seat for Streaming Media Connect this August. Register Now!

Netflix Is the #3 Broadcaster in the U.S., Will Be #1 in 2016

Article Featured Image

The subscription video-on-demand service Netflix is now the third biggest broadcaster in the U.S. That's according to data released today by online video advertising company Alphonso. With Netflix's current growth rate and its momentum, it will be the biggest broadcaster in the U.S. by next year, says an Alphonso blog post. In the past year, Netflix viewing time grew by 87 percent.

The post has other bad news for traditional broadcasters: The audience for linear TV is down 15 percent year-over-year, which Alphonso calls the biggest decline ever in a single year for broadcast and pay TV.

In 2014, Netflix counted 15 percent of all viewing hours, and that grew to 28 percent in 2015. In the same period, live broadcast and pay TV viewing shrank from 52 percent to 44 percent of all viewing hours

When viewers watch live TV, Alphonso notes, they're often highly engaged and using a mobile device or laptop to share the experience. The company measured high mobile device activity for viewers watching college basketball, the Super Bowl, and golf tournaments in Q1 2015.

While Netflix has achieved its popularity in part by not showing ads, Alphonso believes that should change, and that Netflix should offer a free ad-supported tier.

Alphonso's numbers comes from its database of over 20 billion data points on TV viewing and mobile app use.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

NAB 17: Google Panel Talks to Broadcasters in Transition

What was once an asset is now a liability: Big broadcasters race to unlearn old methods, while using new data sources to better serve their viewers.

Virgin to Offer Netflix Streaming on 10 Planes With Fast Wi-Fi

"Netflix and chill" meets the mile high club as Netflix subscribers gain the ability to stream from the SVOD leader's catalog at 35,000 feet.

Netflix Announces Partnership With SoftBank for Japan Launch

The SoftBank Group will help Netflix make an entrance by offering streamlined sign-up and billing to its customers.

Netflix Adds Video Previews to Interface in TV Application Update

When Netflix Subscribers click on a title for more information, they'll see a video preview so they know exactly what they're getting.

Why Netflix Is Winning—and How Hulu and Amazon Prime Can Catch Up

When viewers think of Hulu they think of TV shows, but at least they know about it. They don't think about Amazon Prime at all.

Amazon Increasing Original Program Budget to Compete With Netflix

Original series and movies are proving crucial for video-on-demand services, so Amazon is doubling down from its $1.3B 2014 budget.

Netflix Debuts Access Improvements for the Visually Impaired

A homepage link now lets visually impaired subscribers discover TV shows and movies that have an audio narration track.