Netflix users stream 1.5 hours a day, more than 7B hours in 2Q

Netflix users watched 1.5 hours of streaming a day

Netflix subscribers averaged 46.6 hours of streaming per month – more than 1.5 hours a day — in the second quarter, up nearly 20% since 2013 and more than 27% from the same period in 2012.

Its rapidly growing subscriber numbers, however, has pushed its overall streaming up some 350% since 4Q2011 to 7 billion hours, up from 2 billion hours, according to research from The Diffusion Group.

Netflix currently has more than 50 million subscribers globally, with more than 36 million of them in the United States.

“Netflix is the big dog of online SVOD and sets the bar when it comes to viewing hours,” said TDG co-founder Michael Greeson.

In the U.S., Netflix streaming reached 5.1 billion hours in 2Q2014, an increase of 183% over the 1.8 billions hours recorded in 4Q2011.

Global streaming numbers increased nearly 10X to 1.9 million hours in the past quarter compared to 200,000 hours in 4Q2011.

U.S. streaming hours accounted for about 72% of the total Netflix streaming globally. That’s down from 94% in 3Q2011.

As Netflix continues to build out its international business – a recent study from Digital TV Research estimates Netflix could have 104 million international subscribers by 2020 – the U.S. share of total hours will continue to decline.

The company this month launched in two of Europe’s biggest markets, Germany and France, as well as in Switzerland and Austria. It’s expected to roll out soon in Luxembourg and Belgium.

A number of other countries have been rumored as targets for Netflix’s next round of expansion including Australia and Spain, but the company also is rumored to be planning a foray into Eastern Europe and Russia soon.

“When Netflix first launched in 1998 as an innovative DVD-by-mail subscription service it would have been difficult to imagine that, not only would it pass HBO to become the largest premium TV/movie subscription in the US, but that it would be ramping up a formidable international streaming business,” notes Bill Niemeyer, TDG Senior Adviser and author of the new report.

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