Plenty of Room on the Couch for Netflix & HBO

Cost is Primary Factor in HBO Cancellation Decisions Among Netflix Subscribers

Data based on Centris National Evolution of Video Tracking Study data collected in Q2 2014, with a total

sample size of 30,701 households and weighted for projection to all US households.

P O W E R E D B Y CENTRIS MARKET ING SCIENCE

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With the recent announcement that Netflix has surpassed HBO in subscriber revenue, Centris’

Evolution of Video Tracking Study examines the relationship between Netflix and HBO subscribing.

Of the 23,365 pay-TV subscribers surveyed in Q2 2014,

28% are current HBO subscribers and 27% formerly had HBO.

4 in 10 HBO households also have a Netflix subscription

3 in 10 former HBO subs subscribe to Netflix

41% 29%

Current HBO Subscribers Former HBO Subscribers

NETFLIX SUBSCRIBING Former HBO Subscribers

with Netflix most often cite

the subscription cost and the

end of a special deal as

reasons for cancelling HBO.

Substitution of streaming for

HBO is mentioned by a very

small segment of former

subscribers.

55%

51%

14%

14%

5%

Too expensive

Special Deal Ended

Dissatisfied with content

Don't need/don't use

Watch Internet Video Instead

Reasons for Cancelling HBO Among Former HBO Subscribers With Netflix

However, three in ten former HBO/current Netflix subscribers say having Netflix strongly influenced their

decision to cancel HBO. Taken together with the data above, it appears that Netflix may facilitate

cancellation decisions but it does not appear to be driving them.

29%

18% 14% 14%

25%

Strong Influence Some Influence Neutral Not Much Influence No Influence

Influence of Netflix Subscription in Decision to Cancel HBO Among Former HBO

Subscribers With Netflix