New data released by research group NDP has revealed that Netflix accounts for 6 out of every 10 streaming digital movies purchased over the internet.
In its VideoWatch Digital report, NDP reveals that Netflix accounted for 61 per cent of digital movies market, which includes movie streaming and downloads. Netflix, as of now, only provides movie streaming services.
Netflix is followed by Comcast in second spot with an 8 per cent market share while the third place is shared by DirecTV, Time Warner Cable, and Apple, each having a 4 per cent market share.
The report also found that online digital video accounted for a quarter of all videos watched in American homes.
Russ Crupnick, entertainment industry analyst for NPD, said in a statement “Sales of DVDs and Blu-ray Discs still drive most home-video revenue, but VOD and other digital options are now beginning to make inroads with consumers.”
“Overwhelmingly digital movie buyers do not believe physical discs are out of fashion, but their digital transactions were motivated by the immediate access and ease of acquisition provided by streaming and downloading digital video files,” he added.
NDP said that customers reckoned that Apple's iTunes electronic sell-through (EST) services had the most current movies to offer while Netflix's movie streaming service offered the best overall shopping experience and value for money.