A new study from the Leichtman Research Group has shown that almost half of all households that don’t have a cable subscription make up for it with a Netflix subscription, highlighting what many people see as common sense that Neflix’s biggest customers are cord cutters. The study also showed that Netflix users without a cable subscription use the service much more often.
Here’s another reason that Netflix really wants to be on cable boxes: 48 percent of all households without a pay TV subscription have Netflix, but only 36 percent of households who have cable or another form of TV subscription also subscribe to Netflix, according to a new study from the Leichtman Research Group. This divide also impacts engagement: 32 percent of all pay TV subscribers watch Netflix every day, but 53 percent of all cord cutters stream Netflix every day. Some of this discrepancy may be due to other options. 62 percent of all pay TV households now have a DVR, which offers them another option to binge watch, and that number is up from 41 percent five years ago. And 59 percent of cable households have used their TV provider’s VOD service before, compared to just 46 percent five years ago.