One in 10 Canadians have tried Netflix: MTM Study

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According to a study of 4,000 Canadians this spring by the Media Technology Monitor, one in 10 Canadians have used Netflix Canada, with 60% of people who tried its one-month free trial converting to subscribers.

Until recently, internet-streamed TV programming has been largely consumed as complementary to traditional watching because it had to be viewed on smaller screens, but internet-enabled game consoles like Xbox 360 and the arrival of web-based services such as Netflix in Canada, both of which connect to TVs, has increased the practice, the report says.

Although Netflix subscribers reported watching less broadcast TV (four hours less, on average) almost all respondents said they still subscribed to cable-based services.

According to the study, 10% of Canadians aged 18 to 34 subscribe to Netflix Canada, with 64% of all users watching it from their TVs, 23% on their computers and 9% on a tablet computer. Of those who subscribe to Netflix Canada, 70% use it at least once a week.

Although usage of internet-streamed video and TV programming to TVs is still small, the conditions are in place for it to grow rapidly, the report said, citing a high percentage of broadband and gaming-console connected homes.

The spring 2011 Media Technology Monitor survey is a partnership between CBC/Radio-Canada Research and Strategic Analysis and BBM Analytics.

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