Nielsen's analysis of so-called over-the-top services -- a term that refers to video delivered to the TV via an Internet connected device such as a video game console or dedicated streaming box -- found that viewers are streaming video at a brisk pace.
All the online video services experienced year-over-year gains in the number of users, Nielsen found. These consumers are overwhelmingly turning to Netflix, Hulu or Amazon to watch back-to-back episodes of a TV show.
Some 88% of Netflix users and 70% of those who subscribe to Hulu Plus say they stream three or more episodes of the same TV show in a single day, Nielsen reported. The behavior seems to reflect consumers' desire to curate their own programming lineup.
Viewers increasingly turn to Internet video services to watch shows at more convenient times, catch up on nominated shows prior to high-profile events like Sunday's prime-time Emmy Awards or join water-cooler conversations about hot shows.
Some 45% of Netflix's subcribers say they also are watching its original programming, such as "Orange is the New Black" or "House of Cards."
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