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NATPE: US viewers flocking to streaming

4k TVA new study from NATPE and CEA says that over 70% of US consumers have streamed full-length TV shows in the past six months with Netflix the category leader.

Of the 71% that had streamed a longform show, 40 said they had used Netflix and 26% Youtube. By genre, movies, drama and comedy series were the most-streamed content

Comedy was top among Millennials and 57% of those surveyed in that demo said Netflix was their first choice for comedy.

The study also found that among the streamers are heavily influenced by word of mouth and data-driven recommendations.

The SVOD subs are also more positive about content, with 60% “there are more high quality programmes available” versus 51% non-subscribers. SVOD users also said they were consuming more content, with 66% claiming binge and catch-up viewing was helping to drive an increase in viewing time.

“If a great show is created but no one is there to see it, then what’s the point?” said NATPE President and CEO Rod Perth. “It’s critical that we understand the path of content and new ways to market and reach audiences that have scores of new platform alternatives, so that programmers can maximise sampling and repeat viewership, as well as sustain the costs of production.”

CEA President and CEO Gary Shapiro added: “As content distribution evolves, device manufacturers are launching a variety of innovations that deliver richer experiences and empower consumers with ‘anytime/anywhere’ access to their favourite television programs.”

The survey, which used a sample of 1,639 adults in the US, was conducted last November.

Preliminary results of the survey earlier month showed streaming was likely to replace TV viewing among Millennials, as TBI reported.