When there’s just too much video streaming content to choose from, viewers turn to a trusty old friend: broadcast television
New research on how consumers react when they don’t know what to watch on their video-streaming service could help explain why Netflix is losing subscribers.
Some 40.7 million household accounts have been watching the show since its July 4 global launch, the company said on Twitter TWTR, -2.36% — “more than any other film or series in its first four days. And 18.2 million have already finished the entire season.” Streaming service recommendations do not appear to carry much weight either — 44% of polled viewers said they would scan through television channels to decide what to watch, while 26% said they watch shows recommended by their subscription service.
In addition to its rotating library of existing feature movies and TV shows like “Friends,” Netflix has ramped up creation of its own content, releasing some 1,500 hours of original series and movies in 2018, by one estimate. Viewers between age 18 and 34 spent 9.4 minutes browsing through content. Viewers age 35 to 49 spent 8.4 minutes.
2018 marked the first time ever that there were online video subscriptions than cable subscriptions across the country, according to the Motion Picture Association of America. There were 613.3 million streaming subscriptions globally, and 556 million cable television subscriptions, the organization said.
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