MUMBAI: A growing number of Netflix subscribers prefer to stream TV shows or TV-like programming to movies, according to a new Nielsen study.

The study comes in the backdrop of Netflix announcing that their members had enjoyed more than two billion hours of streamed video in Q4 2011.

A recent Nielsen survey shows 19 per cent of the respondents prefer to use the service for TV or TV-like programming, an increase of eight per cent compared to 2011.

The increase comes in the wake of Netflix not just inking partnerships to re-air programming, but also jumping feet first into production themselves, rolling out original content—like the 8 episode “Lillehammer” starring former Soprano sidekick Steven Van Zandt or the upcoming “Orange is the New Black,” which is the first project from “Weeds” showrunner Jenji Kohan following the Showtime program’s run. The company has also made headlines for resurrecting beloved sitcom “Arrested Development.”

Increasing original content could help to drive Netflix users to stream even more TV-like content in the future.

Conversely, subscribers mainly streaming movies dipped from 53 per cent in 2011 to 47 per cent in 2012, proving that consumption of media happens opportunistically.

Netflix users that prefer to watch both movies and TV shows equally remained relatively flat—36 per cent in 2011 and 35 per cent in 2012.