Netflix has achieved a significant milestone, according to new research. Data from Parks Associates suggests that the subscription streaming service is now in half of U.S. broadband households.
Officially, the numbers show that 49% of U.S. homes with broadband are subscribed to the service, FierceCable reports.
“For Netflix, this is just another indicator of the service’s penetration in the U.S. market. Earlier this year, a study from the Leichtman Research Group found that 54% of adults report subscribing to Netflix versus 53% who said they have a DVR,” FierceCable reports.
The report adds: “In April, Netflix reported 98.5 million total subscribers (including both domestic and international) and said it expects to pass 100 million total before the next quarterly report.”
The Parks Associates study also showed that 50% of U.S. broadband homes now watch Internet video on a TV screen.
In a statement, Brett Sappington, senior director of research at Parks Associates, said: “For years, the television has been the stronghold for the traditional TV industry. Today, more televisions are connected to the Internet than ever, either directly or through connected devices like game consoles or streaming media players, such as Roku or Apple TV. The fact that one-half of broadband households watch internet video on a television shows that we are well past a tipping point. The market has fundamentally changed.”