54% of U.S. TV homes have Netflix, versus 53% with DVR

BY Courtney Huckabay
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New consumer research from Leichtman Research Group, Inc. found that 82% of U.S. TV households have a DVR, get Netflix, or use on-​Demand from a cable or Telco provider — with 30% of households using two of the services, and 14% using all three.

The survey also found that 54% of adults report that they have Netflix in their household, while 53% have a DVR. This is the first time that households with Netflix (including those sharing passwords) have surpassed the level of those with a DVR. In 2011, 44% of TV households had a DVR and 28% had Netflix.

Do not fear! Advertising messages are still getting through to these streamers. The latest AudienceSCAN survey found 31.6% of Netflix Watchers viewed a television commercial on YouTube in the past 6 months.

These findings are based on a survey of 1,211 households throughout the United States, and are part of LRG's study, On-​Demand TV XV. This is LRG's fifteenth annual study on this topic.

Traditional advertising can get through to bingers as well – but with a twist. 16% of Netflix Watchers listened to a local radio station online in the past month, according to AudienceSCAN research.

Other related findings include:

  • 64% of households get a subscription video on-​demand service from Netflix, Amazon Prime, and/​or Hulu — 51% of all adults stream any of these services on a monthly basis
  • 23% of all adults stream Netflix daily — compared to 6% in 2011
  • 81% of Netflix streaming users watch Netflix on a TV set
  • 64% of pay-​TV subscribers have a DVR — compared to 49% in 2011
  • 60% of DVR households have DVR on more than one TV — compared to 33% in 2011
  • 65% of all cable and Telco video subscribers have used VOD from their current provider
  • 58% of all cable subscribers used VOD in the past month — compared to 42% in 2011

Netflix Watchers do believe in the power of advertising. The AudienceSCAN study revealed 22% think stores that advertise are typically better than those that do not advertise.

"On-​demand and time shifting TV services like DVR, VOD and Netflix have permanently changed the way that people can watch TV. Today, over 50% of households have a DVR and, for the first time in the fifteen years of this study, over half of households have Netflix," said Bruce Leichtman, president and principal analyst for Leichtman Research Group, Inc. "Yet traditional TV viewing still exists. For example, 46% of adults agree that they often flip through channels to see what's on TV."

AudienceSCAN data is available as part of a subscription to AdMall for Agencies, or with the SalesFuel API. Media companies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.