• by Wayne Friedman , September 16, 2019

Almost half of Netflix subscribers might cancel the subscription service if some of their favorite shows -- ones that originate on the major TV networks -- depart.

A new study from Horowitz Research says 45% of Netflix subscribers “would consider cancelling their subscription” if networks, like NBC, Fox and AMC "pulled their content from Netflix." These findings come as many traditional owners of TV networks look to start streaming services to compete with Netflix.

Many of those proposed efforts, from the likes of WarnerMedia and NBCUniversal, have said they will be pulling content licensed to Netflix to build their respective platforms.

This includes WarnerMedia's “Friends” and NBCU's “The Office.” In addition, the survey said that 45% of TV content viewers feel they know Netflix like a “close friend” -- the strongest brand association viewers have among the major TV network brand names.

After Netflix in "close friend" score, ABC registered a 27%, followed by Amazon Prime Video with 25%; Hulu, 25%; CBS, 24%; NBC, 23%; Fox, 21%; HBO, 20%; and Showtime, 13%. Research from Horowitz Research of 1,600 to 1,619 surveys in January/February of TV content viewers 18 years and older.

WarnerMedia plans to launch HBO Max later this year, while NBCUniversal will launch its streaming service in 2020. “Friends” will leave Netflix next year; “The Office” departing in 2021.