Netflix, Amazon, Akamai Benefiting From Cable Cord-Cutters
Interest in cable TV cord-cutting and cord-shaving is on the rise, according to a new survey by Robert W. Baird & Co. In its semiannual video trends survey, 51% of respondents said they are considering canceling or reducing their pay TV service. That’s up from 47% in Q3 2015 and 46% a year ago, Baird analyst William Power said in a research note Wednesday. “Consistent with our past surveys, price remains far and away the No.1 dissatisfaction with traditional cable service, followed by streaming alternatives and paying for more channels than you need, all of which feed the OTT (over-the-top TV) opportunity,” Power said. Netflix ( NFLX ) remains the clear leader in the Internet streaming-video market, but Amazon.com is gaining fast, Power said. Almost half of Netflix subscribers said they view Netflix as a substitute to traditional TV, though 82% of Netflix subscribers still subscribe to cable or satellite. Survey respondents picked “Orange Is the New Black” as the most-watched Netflix original show, followed by “House of Cards,” “Making a Murderer,” “Daredevil” and “Narcos.” Baird surveyed 1,300 U.S. Internet users, which skewed the results toward younger consumers. Roughly 15% of those surveyed were cord-cutters or cord-nevers who didn’t subscribe to traditional pay TV services. “Due in part to the online nature of our survey and its bias toward a younger demographic, Netflix penetration of 75% of respondents is much higher than Netflix’s actual U.S. household penetration of close to 50%, and we expect Amazon ’s ( AMZN ) penetration of 52% of our sample is also significantly higher than actual,” Power said. Netflix penetration in the first quarter was unchanged from the Q3 2015 survey. But the Amazon Prime subscriber rate of 52% was up from 45% six months ago, Baird said. Akamai Technologies ( AKAM ), a leading enabler of streaming services, “should be well positioned to benefit from increased streaming,” Power said. Power rates Netflix stock neutral and Akamai stock outperform. He does not have a rating on Amazon. Akamai stock rose 2.1% Wednesday and Netflix stock rose 1.5%, while Amazon shares fell a fraction.