Report: This Cable Network’s Ratings Have Slid Since It Licensed a Number of Its Shows to Netflix

Sep 13, 2013  •  Post A Comment

“If there was anybody out there who still didn’t believe that SVOD hurt kids ratings, this should put a final end to that debate,” writes Sanford Bernstein analyst Todd Juenger. Juenger is quoted in an article in Variety by Todd Spangler.

According to the Variety piece, "Since Cartoon Network content became available on Netflix on March 30, 2013, ratings in Netflix households have been 10% lower versus viewership in non-Netflix households. Adult Swim viewership is 18% lower among Netflix homes."

The article adds: "In January 2013, Turner inked a deal with Netflix that included shows on Cartoon Network and Adult Swim. Now nearly half of programs running on Cartoon are also available on the streaming service…"

The story reports: "Overall, Cartoon’s ratings have dropped 23% from April to July on a year-to-year basis and the trend is getting worse, according to Juenger, with July ratings down 40% from the year prior.

"In a statement, Cartoon Network said it had previously assumed that providing kids content to Netflix would cause a decline of 3% to 5% in viewership nationally. In fact, the Bernstein report shows that overall, the network’s ratings dropped overall by 3% because of Netflix, based on the assumption that 30% of Cartoon’s viewers subscribe to the service."

To read more details on this, we urge you to click on our link in the first paragraph, above, which will take you to Spangler’s piece in Variety.

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