An impassioned debate in the traditional television realm — whether Netflix is friend or foe — spilled over to the UBS Global Media and Communications Conference on Monday.
CBS Chief Research Officer David Poltrack released new data that shows streaming services including Netflix are starting to eat into the time viewers spend watching traditional TV, The New York Times reports. Netflix homes watch much less traditional TV than those without Netflix, he said, according to The Times.
But Poltrack also argued that by syndicating old episodes of shows, Netflix helps the network recruit new viewers, making the streaming service “a valued partner” as well.
WPP’s GroupM advertising firm on Monday forecast a drop in traditional television’s ad share in 2015, which would be a first.
The Times quotes Todd Juenger, a media analyst with Bernstein Research, saying: “The ratings have just disappeared. You have audiences leaving ad-supported television for non-ad-supported television, and I don’t think that they are coming back.”
CBS’s research “provided a rare look at what viewers were watching on Netflix,” since the service doesn’t release ratings, The Times report notes. The data show that less than 10 percent of adult viewing on the services goes to its original series such as “House of Cards,” while current TV series are significantly more popular.