The Forbes article says that the streaming service is even managing to draw more younger viewers than Alpabet Inc's (NASDAQ:GOOG) YouTube service.
Indeed, a new report from Cowen Insights, which Forbes cites, underlines the prominence of Netflix in homes, particularly where millennials are watching.
Cowen said that 39% of survey respondents who were between the ages of 18 and 34 used Netflix most often to view video content on their televisions.
That figure beats YouTube, which was the first choice for just 17% of respondents while basic cable only generated the most interest from 13% of respondents. Amazon Prime video fared worst with just a 3% following among respondents.
Netflix boasts 125mln members globally and plans to invest nearly $8bn in original content this year, according to Forbes.
Raising the curtain on a new feature
News of the surge in interest among millennials in Netflix comes as the streaming service unveils a new feature aimed at further increasing their customer loyalty.
The company today introduced so-called Smart Downloads, which means that Netflix can delete any particular TV episode downloaded and automatically download the next episode. “You watch, we do the work,” Netflix said.
Smart Downloads is initially available on Android phones and tablets.
Netflix shares were flat at US$417.09 in afternoon trade today.