Netflix's authority over the Video on Demand market continues unabated with more than 4 billion hours worth of streaming content being watched by subscribers in the past three months alone. According to a new report from BTIG Research, this places Netflix well ahead of any other cable network, and on par with the Disney Channel in terms of viewing figures. The BTIG study asserts that if 88% of Netflix subscribers were US based then it would be reasonable to assume that there are 28.1 million citizens streaming an average of 87 minutes of VOD content per viewer per day. BTIG’s estimates are based on Netflix CEO Reed Hastings’ post on his public Facebook page:
However, the provider still has quite a way to go to compete with viewing figures for terrestrial TV. In Q4 of 2012, an average of 5 hours of non-cable TV was watched per day by the typical US household (approximately 156 hours per month).
The demand for Netflix content is likely to increase further as more original content is rolled out, including season two of 'House of Cards' and the launch of 15 new episodes of hit comedy 'Arrested Development'.