The impact that streaming giant Netflix has on TV viewership has been quantified in a recent study by analyst Michael Nathanson of MoffettNathanson.
In 2015, the overall TV viewing time amongst the U.S. population declined by 3% with the audience shift to Netflix reportedly accounting for half that decline. Netflix’s domestic subscribers reportedly streamed 29 billion hours of video last year, which would represent 6% of total American Live+7 TV viewing reported by Nielsen.
Nathanson predicts Netflix’s total streaming hours as a percentage of TV viewing will continue to rise to as high as 14% by 2020. As of the end of 2015, Netflix reportedly has 74.8 million streaming customers worldwide, including 44.7 million in the United States.