Printed from

Study: 24.5% of online video is Netflix, iTunes 9.8 percent

updated 09:50 pm EDT, Thu June 16, 2011

Citigroup study shows Netflix triple iTunes share

A new study by Citigroup analyst Mark Mahaney reinforced Netflix's dominance of online video. The online check had Netflix representing 24.5 percent of online video, ahead of Hulu (22.5 percent) and just short of Facebook (27.1 percent). iTunes was the top pay-per-show provider but was well short in use at just 9.8 percent of those asked online.

YouTube was appropriately the dominant video provider at 69.2 percent. Amazon's Instant Video service was comparatively close to iTunes at 7.3 percent.

The study wasn't completely comprehensive but, to Mahaney, suggested a very large potential audience if its movie rental service gained traction. Mahaney wasn't confident that Google could do so given its general inexperience in media deals. Although not explicitly mentioned, Google is widely known to have blown its music service deal and forced users to upload their own music rather than just matching it, as with iTunes Match.

Netflix' share in the study was supported by NPD data and reflected its ubiquity. Along with web viewing, it can play on iOS devices, some Android phones, and many Blu-ray players, some TVs, all current-generation game consoles, and even the Apple TV. Apple's desire to control all of the experience has left it supporting the Apple TV, iTunes apps, and iOS devices. [via AllThingsD]

By Electronista Staff


  1. cmoney

    Mac Enthusiast

    Joined: Sep 2000


    9.8% is still significant

    for a hobby.

  1. chas_m


    Joined: Aug 2001


    Impressive, actually.

    iTunes video looks like its finally taking off. That's a far higher percentage than I would have guessed, and pretty impressive given that iTunes lacks any flat-rate all-you-can eat plan like Hulu and Netflix.

  1. gprovida

    Fresh-Faced Recruit

    Joined: Feb 2006


    Views versus Pay

    Apple is charging video rental and video buy. So there is a real income flow associated with the business versus views. In other words, how much money is Apple and the content owners making on this. If Apple has 10% of volume and is selling $2 to $15 for rental, buys, etc., then how does this compare across these communities?

  1. testudo

    Forum Regular

    Joined: Aug 2001


    Not a hobby

    9.8% is still significant for a hobby.

    Apple has never stated their video store was a "hobby". The "hobby" is/was the AppleTV (I don't know if they're still considering it a hobby or not). But you don't need an AppleTV to watch iTMS videos, and I would guess most people don't.

Login Here

Not a member of the MacNN forums? Register now for free.


Network Headlines


Most Popular


Recent Reviews

Cat B100

Cat is primarily known for its heavy-duty machinery used in the construction industry and farming, among other areas. What may not be ...

Linksys EA6900 AC Router

As 802.11ac networking begins to makes its way into more and more devices, you may find yourself considering an upgrade for your home ...

D-Link DIR-510L 802.11AC travel router

Having Internet access in hotels and other similar locations used to be a miasma of connectivity issues. If Wi-Fi was available, it wa ...



Most Commented


Popular News