Netflix is the Most Popular TV Streaming Service in the US — and it’s About to Get Bigger

It’s no surprise that Netflix is the most popular TV streaming service in America. And it’s about to get even larger.

According to a new survey from Cowen’s financial research group, a number of US consumers say Netflix is the video offering they tune in most often. They ranked the streaming giant ahead of not just digital rivals such as Amazon Prime Video and YouTube. But Netflix’s lead was even more apparent when Cowen focused on younger consumers — those aged 18 to 34.

Among that group, Netflix not only was no. 1 among the most watched TV services, with nearly 40% of respondents picking it, but it had a nearly 23 percentage-point lead over YouTube, its nearest rival.

But Netflix’s lead was even more apparent when Cowen focused on younger consumers — those aged 18 to 34. Among that group, Netflix not only was no. 1 among the most watched TV services, with nearly 40% of respondents picking it, but it had a nearly 23 percentage-point lead over YouTube, its nearest rival.

The survey “highlights the importance of Netflix in the home, particularly among millennials,” Cowen analyst John Blackledge said in a research note on Tuesday. The company’s huge and increasing investment in new and original shows and movies “likely ensures [it] the top spot in the living room over time,” he added.

In looking at TV viewership, Cowen surveyed 2,500 US consumers. Overall, 27.2% said that among all the services they watch on their TV, Netflix was the service they viewed most often. In second place was basic cable at 20.4%.

Those results were somewhat skewed by the large number of consumers who are either cancelled their traditional pay TV service or have never signed up for one.

Together, those two groups accounted for 30% of total respondents to the survey.

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