Sochi Olympics Aren't 'Icing' Netflix (NFLX) Viewership, Study Finds
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The 2014 Sochi Olympic Games might be capturing the nation's attention, but not as much as you might think.
According to the latest data from Procera, Netflix isn't seeing a drop in traffic as the games continue. Procera observed several key takeaways from its latest review:
- Netflix appeared to take NO hit in bandwidth usage from normal, unlike the 2012 Olympics. None of the networks that we looked at had any statistically significant increase or drop from normal rates, and YouTube was similarly unaffected.
- On a large cable network in the northern parts of North America, streaming traffic did hit ~10% of overall streaming traffic at peak time. This was in a northern part of the continent, so winter Olympics hit pretty close to home in this location. This was an anomaly compared to other networks, and shows that regional differences can affect live event usage.
- By contrast, in a southern part of the US on a large cable operator, Olympic Streaming was less than 1% of the total streaming traffic, so the warm part of the US did not tune in as avidly as the cold part did.
- A comparison of regional ISPs that spanned fixed, mobile, and a wireless ISP showed that mobile usage was extremely low, WISP usage was spotty, and fixed was consistent (if low).
- A look at a Scandinavian operator revealed consistent bandwidth usage for the Olympics, but also not a lot of volume overall.
Shares of Netflix are down just 0.2 percent Monday. Below is a chart showing broadband usage heading into the opening ceremony and first days of the games:
According to the latest data from Procera, Netflix isn't seeing a drop in traffic as the games continue. Procera observed several key takeaways from its latest review:
- Netflix appeared to take NO hit in bandwidth usage from normal, unlike the 2012 Olympics. None of the networks that we looked at had any statistically significant increase or drop from normal rates, and YouTube was similarly unaffected.
- On a large cable network in the northern parts of North America, streaming traffic did hit ~10% of overall streaming traffic at peak time. This was in a northern part of the continent, so winter Olympics hit pretty close to home in this location. This was an anomaly compared to other networks, and shows that regional differences can affect live event usage.
- By contrast, in a southern part of the US on a large cable operator, Olympic Streaming was less than 1% of the total streaming traffic, so the warm part of the US did not tune in as avidly as the cold part did.
- A comparison of regional ISPs that spanned fixed, mobile, and a wireless ISP showed that mobile usage was extremely low, WISP usage was spotty, and fixed was consistent (if low).
- A look at a Scandinavian operator revealed consistent bandwidth usage for the Olympics, but also not a lot of volume overall.
Shares of Netflix are down just 0.2 percent Monday. Below is a chart showing broadband usage heading into the opening ceremony and first days of the games:
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