Contrary to popular cord-cutting assumptions, growing Netflix numbers are not to blame for the downfall of cable.
TiVo Research and Analytics released a study today concluding that TiVo customers with Netflix subscriptions watch the same amount of linear TV as non-Netflix users. The study, which analyzed TV-viewing behavior across TiVo housesholds from November 2012 through April of this year, looked at 28 of the most-watched TV networks.
And it looks like cutting the cord is really just adding cords. Of those surveyed households that watch linear TV with TiVo devices, 57% subscribe to Netflix, roughly 50% use Amazon Prime Instant Video, 18% have subscriptions to Hulu Plus and 8% subscribe to all three of those services.
Some respondents even watch more on pay TV than their counterparts. Of the 18% of households who had watched Netflix’s “House of Cards,” 85% watched more HBO than non-Netflix homes.
“Our data show that Netflix is not currently a substitute for traditional television, but offers a way for TV lovers to watch more of the kinds of programs they love,” Mark Lieberman, CEO of TiVo Research and Analytics, said in a statement. “The future of television may tell a different story, but as of today we’ve found that the Netflix subscribers in our study are not watching less traditional TV.”
Brief Take: It’s important to watch what’s actually happening in the statistics of this “cord-cutting” TV environment. Perhaps it’s not cord-cutting that is the prevailing sentiment, but adding cord upon cord until we all get the content we want.
Read more about it at The Hollywood Reporter.