According to a new report from TDG Research, “The Maturation of Netflix – US Streaming Subscriptions & Viewing thru 2022,” Netflix will continue its strong track record of success with domestic streaming forecast to reach 13 billion hours during 2013 and top 26 billion hours in 2018.
Despite this growth, TDG expects market forces will cause domestic Netflix subscriptions and total viewing to level out around 2020, while international growth will continue. According to Bill Niemeyer, TDG Senior Analyst and author of the new report, “Netflix is well out front in Over the Top (OTT) TV with excellent strategy and execution, but will face increasing competition in the US from online enterprises including Amazon, Google, and Hulu, as well as the TV Everywhere efforts of television networks and multichannel operators.”
Even with domestic growth expected to plateau in 2020, Netflix will remain a formidable US market force. Adds Niemeyer: “Would-be competitors will need to do as Netflix has done: spend the considerable money it takes to acquire quality content, move forward with good strategy, and offer a high-quality consumer search/discovery and viewing experience.”
As well, according to the latest data from Nielsen, consumers are taking control of when and where they view their favorite content via the use of OTT video distributors, led by Netflix and Hulu. In fact, all of the services that Nielsen included in its study enjoyed significant growth YOY: