The results of Parks’ Q1 2014 survey of 10,000 broadband households, announced at the Cable Show in Los Angeles, said that despite Netflix’s significant market share, the percentage of connected CE users subscribing to Netflix “did not substantially change between 2012 and 2013.”
“By comparison, the percentage of US broadband households with connected CE and an Amazon [Prime Instant Video] subscription more than doubled in the same time period, from an average of approximately 13% to 27%,” said Parks Associates director of research, Brett Sappington.
Households with a connected streaming media player that also have an Amazon Prime subscription jumped from 22% to 34%, the Parks research added.
In total, Parks said that Netflix experienced a 16% year-over-year growth in service subscriptions among US broadband households, while the annual growth rate for Amazon Prime subscription averaged over 55% since 2012.
Nearly 20% of all US broadband households now have an Amazon Prime Instant Video subscription, compared with 12% that use Hulu Plus, the research said.
“Amazon’s growth shows how dynamic the OTT space truly is. While Netflix remains the dominant player, consumers are still open to alternatives with interesting content and business models,” said Sappington.