If Netflix were a TV network, it’d be tops
Study: Steaming site ranked No. 1 in total day in the fourth-quarter 2015
February 17, 2016
If Netflix were a TV network, it’d be the No. 1 total-day network in the U.S.
At least according to Turner Broadcasting.
Speaking at the Institute for International Research’s Media Insights & Engagement Conference, Turner chief research officer Howard Shimmel said that based on the company’s methodology, Netflix was the No. 1 rated TV network in total day in the U.S. in the fourth quarter of 2015.
That means that at any given time of day, Netflix is averaging more viewers than any broadcast or cable network.
That’s pretty significant, considering it’s in fewer U.S. homes than the broadcast networks and most of the big cable networks.
It speaks to how engaged the service’s users are: They watch a whole lot of TV.
Shimmel said Turner built a system to look at the streaming site’s numbers, estimating how much viewership is U.S. versus international, how many people watch per stream, and whether the streams are shown on a traditional TV or on another device.
It based its estimates on the gross streaming hours data that Netflix releases.
Shimmel admitted that the measurement isn’t perfect, but indicated it’s a good start to getting an idea how many people watch, since the streaming company is notoriously secretive about offering more specifics on viewership numbers, according to Warc, an advertising website.
“Do I feel better, as a researcher, giving my management some line of sight that’s based on some data and instincts and what I believe to be a pretty solid rationale?” Shimmel asked. “I think the answer is, ‘Yes.'”
Netflix has refused to give out viewership numbers for its shows.
Earlier this year NBC released what it claimed were numbers for some of the streaming service’s top programs, but Netflix said those numbers weren’t accurate.
For what it’s worth, NBC examined September, October, November and December.
Netflix’ top original series was “Marvel’s Jessica Jones,” with 4.8 million adults 18-49 viewers.
“Master of None” was No. 2 with 3.9 million 18-49s, while “Narcos” was third with 3.2 million, according to NBC’s figures.
To see more on the Turner study, click here.
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