TDG: New dBrief Examines Netflix Growth & Future Challenges

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New White Paper Available for Download

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Though Netflix dominates in Over-the-Top TV (due primarily to superb strategy and execution) it will face increased competition from a number of domestic sources.

TDG has released The Challenges of a Maturing Netflix, a new white paper that features TDG’s analysis on the growth of Netflix from inception through Q2 2013, and discusses the critical industry and consumer dynamics that will shape its future, as well as how Netflix and other OTT TV and movie services can best respond to this rapidly changing market space.

“It is remarkable that an OTT streaming service that first came to market in 2007 could, six years later, claim an Emmy, 30 million domestic streaming subscribers, and a rapidly growing international streaming business,” notes Bill Niemeyer, TDG Senior Analyst and author.

The new paper reviews key milestones during this six-year history, including the Quikster debacle in 2011 that generated deep concern among investors and customers alike. “Apart from Qwikster, Netflix has a long history of first-rate execution,” says Niemeyer, “In the two years since that episode, the company has focused efforts on its building its content library, creating original content, and improving the quality of customer experience. As a result, total domestic Netflix streaming subscriptions are up almost 40%.”

That said, Niemeyer notes Netflix will face increasing competition in the US from online enterprises including Amazon, Google, and Hulu, as well as the TV Everywhere efforts of television networks and multichannel operators. Consequently, the space is set for intense competition over the next five to ten years.

“Would-be competitors will need to do as Netflix has done: spend the considerable money it takes to acquire quality content, move forward with good strategy, and offer a high-quality consumer search/discovery and viewing experience.”

TDG’s latest dBrief, The Challenges of a Maturing Netflix, is now available for free download at TDG’s website.

The report from which this new white paper is drawn, The Maturation of Netflix - Forecasts and Analysis is available for purchase at TDG's website or by contacting Laura Allen Phillips at 469-287-8060. The report forecasts domestic Netflix streaming subscriptions and consumption from 2012 to 2022, as well as offering a detailed comparison with 2012 annual US TV viewing. It also recommends competitive strategies for incumbent TV networks and operators, as well as native OTT firms.

About TDG Research:

TDG provides actionable intelligence on the quantum shifts impacting consumer technology and media behaviors. Since 2004, our market research and advisory services have helped technology vendors, media companies, and service providers understand how consumers access, navigate, distribute, and consume broadband media - whenever and wherever they may be. For more information, visit our website at

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Wendy Stockard
TDG Research
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