The raw tonnage of Netflix streaming video has increased 350% over the last 10 quarters — and now averages 93.2 minutes per subscriber each day, or around 1.5 hours, according to a new study.
Over all, Netflix streamed an estimated 7 billion hours of video in second quarter of 2014, up from about 2 billion hours in Q4 2011, according to research from The Diffusion Group. The firm based its estimates on an analysis of Netflix’s past reports of streaming usage.
“Netflix is the big dog of online SVOD and sets the bar when it comes to viewing hours,” said TDG co-founder Michael Greeson.
Without question, Netflix’s streaming growth has been phenomenal. But to put the figures into context, Americans still watch more than three times as much traditional television: That was a whopping 142 hours and 38 minutes of live TV per month in the second quarter of 2014 (down about four hours from the year prior), along with 14 hours and 13 minutes of television programming on DVRs and video-on-demand, according to Nielsen.
Netflix declined to comment on the TDG study, released Thursday. In May, the company said that it streamed 6.5 billion hours of video globally in the first quarter of 2014 (working out to 44.8 hours monthly per sub), up from about 5 billion for Q3 2013 (41.3 hours per month per user).
Among U.S. Netflix subscribers, the amount of video streamed nearly tripled from 1.8 billion hours in Q4 2011 to 5.1 billion hours in Q2 2014, TDG esimated. Total international streaming over that time period jumped tenfold, from 200,000 hours in Q4 2011 to 1.9 million hours in Q2 2014.
Today, the U.S. accounts for the lion’s share of Netflix usage with 72%. However, that’s down from 94% in Q3 2011, per TDG. Non-U.S. streaming usage will certainly continue to rep a bigger portion of the total as Netflix continues expanding internationally. Last week, Netflix launched in six European countries, including France and Germany, with markets in 2015 expected to include Australia.