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clear leader in U.S. video-on-demand subscriber growth, according to a new report by Parks Associates. While Netflix dominated among US



 

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Netflix wins the war Reigning champ Netflix, which had the most customers among US video-on-demand subscribers at the end of December, is now the clear leader in U.S. video-on-demand subscriber growth, according to a new report by Parks Associates. While Netflix dominated among US Internet-connected consumers in 2010, Parks Associates analyst Kevin Bae estimates that its 2012 domestic video-on-demand share declined by 3% as a result of strong content licensing from providers such as Warner Bros. "Netflix may be on a winning streak in the U.S., but competition is just getting started in 2012," he said in a press release. "The entire video-on-demand industry is expanding exponentially and poised to eat up market share rapidly in the coming years. We expect 2012 will be the year that content and networks begin competing with one another and combat Netflix's growing dominance." As a result, the total online video-on-demand market is projected to grow to nearly $23 billion by 2017, Parks Associates estimates. The analyst expects Netflix to increase its total online video-on-demand subscriber base by about 400,000 during 2012 to roughly 10.8 million US video-on-demand subscribers. That growth is expected to be driven by Netflix's partnerships with Walt Disney and Sony in 2012. Bae also noted that according to Parks' estimates, Sony, NBC Universal, Time Warner and Microsoft all have a stake in the online video-on-demand business. "While many consumers may think of their TV set as a place to consume content, there is no longer a clear-cut wall between video content and other content -- TVs, PCs, tablet computers and smartphones are now just as likely to watch content as TVs are," Bae said. "By partnering with content owners, networks, and other technology and content companies, these alliances are helping to bring viewers together to watch video. As these alliances grow, consumers will become more engaged, and traditional advertising models will become less relevant as networks and content providers make their programming available to anyone, anywhere and at any time." In addition to NBC Universal's share of digital video-on-demand in 2011, companies such as Sony, Microsoft, and the AMC Networks unit of Disney-ABC Television Group joined together in a partnership in late 2011. "This push has helped to drive the growth in the space," Bae said. "While this growth is exciting for viewers, they should




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