Study Offers Explanation for Nickelodeon’s Decline — and What It Might Mean for Traditional Television as a Whole

Apr 27, 2012  •  Post A Comment

A new study provides an apparent explanation for recent ratings declines at Nickelodeon — and it has implications for traditional television as a whole, the Chicago Tribune reports.

The Bernstein study links Nickelodeon’s problems to Netflix and the shift to online streaming.

The story reports: “A Bernstein Research analysis of viewing patterns in TiVo homes during the first quarter of 2012 found Nickelodeon’s viewership is up 2% in non-Netflix homes while down 6% in homes that watch Netflix. There may even be a drag on kid-oriented nets that don’t even license to Netflix, including Cartoon Network, which is up year-over-year in Netflix homes, but not as high as it is in non-Netflix homes.”

Bernstein analyst Todd Juenger sums it up this way: "Our TiVo data cannot prove Netflix is to blame for the entirety of the Nickelodeon problem, but it certainly indicates that Netflix had something to do with it.”

Netflix also appears to be taking a toll on off-net syndicated programming. On the other hand, Netflix may have a positive effect on viewership of original series programming, and does not appear to be damaging overall consumption of linear TV, the story reports.

For example, ratings for AMC are 15% higher in Netflix homes than in non-Netflix homes. AMC has exclusive licensing agreements with Netflix for a number of its original series, the article notes.

The story adds: “Netflix has contended that its service gives viewers more opportunities to sample programming in its first window by providing older episodes that let them see what they’ve missed. Asked about the study, Netflix declined comment.”

Your Comment

Email (will not be published)