New Evidence that Netflix is Cannibalizing Cable Network Viewing

Bernstein Research’s Todd Juenger says there is new evidence that Netflix customers are shifting their consumption of subscription channel programming, especially childrens' programming.

Bernstein found that among homes that regularly stream Netflix programming, viewing of linear kids’ channels, and not just Nickelodeon, took a hit.

“Turns out, Netflix streamers watch just as much traditional TV as non-streamers,” Juenger  says. “However, there is a significant share shift among streamers. Kids’ networks (not just Nickelodeon) and syndicated shows are getting severely whacked.”


Conversely, Netflix’s claim that it’s a source of “catch-up” viewing for serialized cable dramas like AMC’s& Mad Men seems to carry some weight, with Bernstein finding that AMC’s ratings grew 86 percent in Q1 for streamers but only 71 percent for non-streamers.

ABC, CBS, Fox and NBC each performed better slightly among households that stream, as well. Some might speculate that non-linear viewing of all sorts is starting to have an effect. By that logic, time shifting and online consumption are cutting into "linear viewing" of traditional TV.