38% of Teens Watch Netflix Every Day; More Than YouTube and Cable TV

netflix

Are we raising a generation of Netflix addicts?

According to a new study from research firm Piper Jaffray (which you can read here), Netflix not only dominates the streaming market overall, but it’s the clear winner when it comes to the daily video consumption of teens.

Nearly 40% of the 5,500 US teens surveyed said their daily dose of video content comes courtesy of the streaming giant, with Netflix catching a 38% share of the market. YouTube was second with 26%. But maybe the most important number was third place: cable TV at just a 23% share – a number that’s down significantly from this time last year. After cable, there’s a sharp drop off to Hulu at 4% and “all other streaming services” at 6%.

Streaming habits of teens

Source: Piper Jaffrey & Co.

It’s worth noting that the “daily video consumption” market is fairly fragmented, at least when it comes to teens. That means opportunities are there for companies to enter the market.

With new live TV services from YouTube and Hulu on the way, it wouldn’t be surprising to see Netflix lose a little bit of their share to the competition, but they’re likely to stay on top of the streaming industry for some time.

Of course, the question is, does “live” television even matter to today’s teens? Even though cord cutting is on the rise, teens have grown up with on demand content – no cord to cut. They’re the “cord nevers”. They’re used to watching content on their own schedule — whenever they want, wherever they want. Appointment viewing just isn’t something most teens are interested in. YouTube has over 1 billion users worldwide, and presently reaches more users in the 18 to 24 demographic than any cable TV network – by a wide margin.

This study is nothing but good news for Netflix though. The young demographic is always a coveted one, but here’s the important part: if Netflix is capturing the youth market now, those teens will eventually turn in to paying subscribers, securing Netflix’s place as the leader for many years to come.

 

Artie Beaty

Artie Beaty

Artie Beaty is a freelance writer (and unabashed Chicago Cubs fan) from Charlotte, NC. He has almost 15 years experience freelancing. Email him at artiebeaty@streamingobserver.com.
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Artie Beaty

7 Comments on "38% of Teens Watch Netflix Every Day; More Than YouTube and Cable TV"

  1. I’m 15 and I mostly watch Netflix and Hulu. I would very rarely find something I liked to watch on cable TV so we got it cut off. I enjoy watching Hulu and Netflix way more because you have thousands of TV shows and movies right at your fingertips. It’s like a DVR with unlimited storage. I also go to the movies a lot.

  2. Daniel Stenberg | April 11, 2017 at 9:55 pm | Reply

    I’m 26 and I haven’t had a TV or cable since I sold it in college 6 years ago. I don’t miss cable at all. If I want to watch something I do it on my computer and/or I’ll throw it to a bigger screen. I almost exclusively use Netflix and YouTube. The one and only thing that I miss are live events like sports. That is, until I found a way to stream them live online with almost no difficulty. I don’t see myself ever paying for cable again.

  3. Can anyone point me to the actual text of the report? The article’s link to piperjaffray.com doesn’t seem to have it. It includes more of the infographic, but no real description of it’s meaning.

    It seems strange that the sum of the “Netflix/Youtube/Cable/Hulu/Other streaming” is 97, so close to 100. It makes me feel like what the survey was actually asking was “What is your favorite streaming service” (and that remaining 3% could be those who selected no answer / had no streaming services). 38% of teens saying Netflix is their favorite streaming service would be very different from 38% of teens saying they watch Netflix every day. On the report’s infographic, this result is juxtaposed with a “Favorite Social Media Platforms” graph (the results of which sum to 85%). This seems to reaffirm my point.

    Did the writer here get more info from pipperjaffray or is there some place else where the report is available that clarifies this?

  4. I’m 28 and all I watch is Netflix and Youtube too… It’s the fact that you’re not bombarded with commercials that made me cut off cable.

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