Netflix is beating Amazon to new customers, according to recently released figures.
The last six months saw Netflix’s share of UK online users grow from 10 per cent to 14 per cent, but Amazon Prime Instant Video, previously Lovefilm Instant, dropped from 8 per cent to 6 per cent.
Media research firm Decipher’s bi-annual Mediabug tracker survey also saw rising loyalty to Netflix, with the proportion of viewers giving up after their free 30-day trial reducing from 39 per cent to 25 per cent.
Director of Decipher Media Research, Hamish McPharlin PhD, said: “These findings really show that the battle for dominance in the video on demand space has reached fever pitch.”
“Whilst Netflix is ahead in the online arena, and Sky leads on the TV, the volume of new entrants end up pulling audiences in all directions.
“The intensity will have to abate at some stage, and in the end, it is the vendors that can provide the best content and the most elegant integration with existing devices and services that will prevail.”
The analysts said that the current success of Netflix could can be attributed in part to their presence on Virgin TiVo, which accounts for five per cent of all on-demand TV viewing in the UK.
Virgin Media subscribers alone watched 10 per cent of the UK’s on demand TV viewing, with Sky’s Now TV service claiming three per cent, and new service Wuaki taking just under one per cent.
With new devices also arriving on the scene, such as Google Chromecast, Amazon Fire TV, and Roku, there are no shortage of options for consuming content from a variety of vendors for pay-TV and free-to-air homes alike, according to the researchers.