Netflix, Inc. (NASDAQ:NFLX) has expanded to 1.5 million paying subscribers in the United Kingdom and continues to give tough competition to traditional TV channels. House of Cards, starring Kevin Spacey, is exclusively available on Netflix and along with series like Breaking Bad has helped Netflix to raise its UK viewers into the range of 1.5 million and two million, as per a report by Enders Analysis.
Popularity rising in UK
“Netflix is still something of the silent intruder in the UK,” said the report’s author, Toby Syfret. “While BT Sport makes all the headlines, Netflix, Inc. (NASDAQ:NFLX) has released almost nothing publicly since announcing last August that it had broken the one million barriers.”
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Globally Netflix, Inc. (NASDAQ:NFLX) has 38 million customers, and in the 40 markets where the streaming firm operates, excluding the United States, Netflix accounts for seven million subscribers. Based on the number of visits to the website, Enders says that Netflix is gaining popularity in the United Kingdom.
Availability on multiple devices helping Netflix
Strategies adopted by Netflix, Inc. (NASDAQ:NFLX) do not incorporate changing traditional viewing habits but instead positioning itself as another channel, an “extra choice option” when viewers visit Netflix after going through all that is available on other channels and in digital video recorder.
Netflix, Inc. (NASDAQ:NFLX) allures potential subscribers, not just from one front—TV sets—but also through gaming consoles, tablets and PCs. A viewer can watch Netflix on four devices after subscribing to it.
Availability on multiple devices drives half of the United States subscribers to watch their shows on gaming consoles and 42 percent watch on computer screens. Around 14 percent of the viewers watch connecting their computer to TV. Netflix, Inc. (NASDAQ:NFLX) accounts for 30 percent of total internet traffic during peak hours, in the home market, due to bandwidth required to watch video in the United States.
Target audience for Netflix
Syfret says that Netflix, Inc. (NASDAQ:NFLX) subscribers are primarily those who are pay TV households and younger adults who have not bought permanent houses, and are rather living in free-to-air TV dwellings and enjoy the occasional binge. According to Syfret, there might be a temporary increase in Netflix subscriptions due to decline in the viewers visit on Lovefilm website, which has been acquired by Amazon.com, Inc. (NASDAQ:AMZN).
Shares of Netflix, Inc. (NASDAQ:NFLX) rose to a two year high after the company entered into a deal with the Weinstein Company, the studio behind Quentin Tarantino’s Django Unchained.