A recent study by MoffettNathanson, a media research company, shows that Amercian viewers accessed TV 3% less in 2015. The biggest reason behind this is found out to be Netflix – the SVOD giant. Netflix had 4.4% and 6% of total TV viewing in 2014 and 2015 respectively. According to Michael Nathanson, “Currently, Netflix is a source of industry pain, but not necessarily a cause of industry death.” And this is expected to reach 14% at the end of this decade. Still networks like AMC, Discovery, Time Warner, Scripps reported increase in TV viewing.