Research shows Amazon is catching Netflix

Netflix remains the runaway alternative TV provider in the US, but Amazon is growing at a faster rate, according to new research.

US-based 451 Research regularly surveys US consumers about the non-traditional TV services for which they are paying.

Netflix remains the market leader by a large margin with 82% of respondents paying for the service. However, that is down on the 84% recorded in February and comes as Amazon records large gains.

Amazon’s share jumped from 17% to 22% across the February-September period. Apple’s iTunes increased its share from 15% to 16% and Hulu’s premium service Hulu Plus’ share was up from 6% to 8%.

There was a marked increase in the number of consumers paying for Amazon Instant Video and Netflix. The proportion paying for both services jumped from 14% to 18% across the period.

“While Netflix still holds the largest share by far of the paid alternative TV market, consumers continue to shift towards Amazon’s Instant Video service,” said Andy Golub of 451 Research’s ChangeWave service. “As Amazon’s TV and movie content becomes more competitive with Netflix, its popularity is surging among consumers.”

In terms of customer satisfaction, iTunes was the clear leader with a 35% approval rating. Netflix recorded a 23% rating and Amazon and Hulu Plus 22% and 20% respectively.

Apple’s iPad took over Blu-ray players as the device used most often to watch streamed content.