Over the past several weeks the company continued to slowly recover from the disastrous hit they took last year with rate increase and a failed plan to split the rental and streaming branches of the company.
Netflix Shares Rise On NPD Study >NFLX
12:07p ET January 19, 2012 (Dow Jones)
Netflix Shares Rise On NPD Study >NFLX
Shares of online video rental provider Netflix Inc. (NFLX) were up 4.8% Thursday after the NPD Group said the company remains dominant in paid video-on-demand service, despite its missteps in 2011.
The research firm said "nearly one in three paid movie rentals (31%) now come from paid video-on-demand options. Netflix is the dominant provider of paid digital movie rentals, posting a 55% share in the fourth quarter of 2011, though Netflix's share is down somewhat from the company's peak of 59% in Q2 and Q3 2011."
Overall, NPD said U.S. consumer rentals of DVD and Blu-ray discs declined by 11% last year, as more people adopt the ability to stream TV shows and movies.
The demise of many brick-and-mortar DVD rental stores has benefited Coinstar Inc.'s (CSTR) Redbox, which saw its share of disc rentals rise to 37% in 2011 from 25% in 2010, according to NPD data.
Shares recently traded up 4.8% to $103.30.