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Research finds ‘high overlap’ between Netflix and Amazon subscribers

netflix Bedroom_Device_shot1-0043_V_Final_0000_L_play_onb2The number of consumers taking multiple SVoD subscriptions is continuing to rise in markets where multiple services including Netflix and Amazon Prime Instant Video are available, according to research by Futuresource.

Futuresource found that there is high overlap between Netflix and other leading SVoD services in each country, particularly Amazon Prime Video in the USA, UK and Germany.

Approximately half of Netflix subscribers also use Amazon Prime Video in the UK and USA, with 30% of US respondents now using both Amazon Prime Video and Netflix, according to the research group.

Amazon Prime subscriptions now reach around one-third of Amazon account holders in the UK and almost 60% in the USA, with around two-thirds of total Amazon Prime members watching Amazon Prime Video at least once a week.

F,uturesource also found that use of Sky’s Buy & Keep electronic sell-through offering in the UK had grown to 21% of Sky subscribers from 16% at the end of 2015.

“Netflix uptake continues to grow in all countries and although satisfaction levels for Netflix are high, they do vary considerably by country” said David Sidebottom, Principal Analyst, Media and Entertainment at Futuresource Consulting.

“Over half of US respondents say they are extremely satisfied with Netflix, 83% are satisfied or very satisfied; this falls to around two-thirds in France and Germany.”