Cost is Primary Factor in HBO Cancellation Decisions Among Netflix Subscribers

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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.
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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%arecurrentHBOsubscribersand
27%formerlyhadHBO.
4in10HBOhouseholds
also have a Netflix subscription
3in10formerHBOsubs
subscribe to Netflix
41% 29%
Current HBO Subscribers Former HBO Subscribers
NETFLIXSUBSCRIBING
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
ReasonsforCancellingHBOAmong
FormerHBOSubscribersWithNetflix
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
InfluenceofNetflixSubscriptionin
DecisiontoCancelHBOAmongFormerHBO
SubscribersWithNetflix