About 40% of US consumers with an internet connected TV were watching Netflix in the fourth quarter of last year, according to research by NPD.
NPD said that 22% of connected TV owners had migrated entirely from using over-the-top video services on their computers to watching on the TV instead.
Over half of consumers aged 18-24 with a TV connected to the web used it to watch Netflix, said NPD.
“The inherent success of Netflix streaming can be attributed to its content library and TV centric strategy initiated in part by the Roku launch in 2008,” said John Buffone, NPD’s director, devices.
He added: “Three drivers of growth come to mind when considering if and how OTT video will surpass linear TV viewing. That is, more TVs being connected to the internet, further increasing awareness for the devices that deliver OTT video, and consumer recommendations.”