According to Laurie Guigon, customer insights, Liberty Global, speaking at the Connected TV World Summit in London, this was one of the key findings in a case study undertaken by Virgin Media into the use of Netflix in the UK.
She added that growth in adoption shows that customers want to use Netflix on a big screen. Between Q1 2017 and Q1 2018 the Netflix adoption rate in UK households (BARB) increased by 32%, while for those accessing Netflix through Virgin Media’s set-top box it rose by 43%.
Netflix has become an additive part of customers’ overall STB entertainment experience.
Moreover, it is becoming increasingly popular, with the proportion of heavy users of the SVOD service growing by 6% in the year to Q1 2018.
At the same time, it grew by 4% among regular users and fell by 1% by bingers and 9% by light users.