paidContent has posted an update on the Netflix & Nickelodeon Controversy: "We've got hard data: Netflix really is killing Nickelodeon."
“Turns out, Netflix streamers watch just as much traditional TV as non-streamers,” Juenger wrote in his report. “However, there is a significant share shift among streamers. Kids’ networks (not just Nickelodeon) and syndicated shows are getting severely whacked.”
For the study, Bernstein pulled out about 9,500 Netflix streamers and 9,500 non-streamers from a sample of about 35,000 TiVo set-top users.
Analyzing viewership of the two groups over the first quarter, Bernstein found that usage among streamers of Nickeloden’s flagship channel dropped 6 percent from the year-over-year average; viewing also declined a whopping 11 percent for Nick Toons and Teen Nick. For non-streamers, ratings actually grew 2 percent for Nickelodeon, 5 percent for Nick Toons and 26 percent for Teen Nick (a huge 37 percent differential).