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Study: 24.5% of online video is Netflix, iTunes 9.8 percent

updated 09:50 pm EDT, Thu June 16, 2011

Citigroup study shows Netflix triple iTunes share

A new study by Citigroup analyst Mark Mahaney reinforced Netflix's dominance of online video. The online check had Netflix representing 24.5 percent of online video, ahead of Hulu (22.5 percent) and just short of Facebook (27.1 percent). iTunes was the top pay-per-show provider but was well short in use at just 9.8 percent of those asked online.

YouTube was appropriately the dominant video provider at 69.2 percent. Amazon's Instant Video service was comparatively close to iTunes at 7.3 percent.

The study wasn't completely comprehensive but, to Mahaney, suggested a very large potential audience if its movie rental service gained traction. Mahaney wasn't confident that Google could do so given its general inexperience in media deals. Although not explicitly mentioned, Google is widely known to have blown its music service deal and forced users to upload their own music rather than just matching it, as with iTunes Match.

Netflix' share in the study was supported by NPD data and reflected its ubiquity. Along with web viewing, it can play on iOS devices, some Android phones, and many Blu-ray players, some TVs, all current-generation game consoles, and even the Apple TV. Apple's desire to control all of the experience has left it supporting the Apple TV, iTunes apps, and iOS devices. [via AllThingsD]

by MacNN Staff



  1. cmoney

    Joined: Dec 1969


    9.8% is still significant

    for a hobby.

  1. chas_m



    Impressive, actually.

    iTunes video looks like its finally taking off. That's a far higher percentage than I would have guessed, and pretty impressive given that iTunes lacks any flat-rate all-you-can eat plan like Hulu and Netflix.

  1. gprovida

    Joined: Dec 1969


    Views versus Pay

    Apple is charging video rental and video buy. So there is a real income flow associated with the business versus views. In other words, how much money is Apple and the content owners making on this. If Apple has 10% of volume and is selling $2 to $15 for rental, buys, etc., then how does this compare across these communities?

  1. testudo

    Joined: Dec 1969


    Not a hobby

    9.8% is still significant for a hobby.

    Apple has never stated their video store was a "hobby". The "hobby" is/was the AppleTV (I don't know if they're still considering it a hobby or not). But you don't need an AppleTV to watch iTMS videos, and I would guess most people don't.

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