Viewing online video is a burgeoning habit among the US population, with 50.5% of the population engaging in this activity in 2011, says market research company eMarketer. Growth will continue at a modest pace through 2015, when penetration will increase to 60.1% of the general population. Online video viewers will grow to 76% of internet users in 2015, from 68.2% in 2011.
With content channels such as Hulu, Netflix, Apple, Amazon and broadcast websites beefing up the amount of TV programming they offer online, US adult internet users will increase their consumption accordingly. The percentage of new Netflix subscribers who signed up for the company’s Watch Instantly streaming service grew to nearly 75% in Q2 2011, compared with just over 33% in January 2011. Although Netflix shed 800,000 US subscribers in Q3 2011—a number that amounted to 3.25% of its domestic customer base and included streaming-only clients—the company expected streaming subscriptions to rebound in December 2011. In 2015, 62.8% of adult online video viewers will watch TV
shows online, compared with 49% in 2011.