More data today showing the ascendance of Netflix into Americans’ lives. Leichtman Research Group’s 15th annual On-Demand TV survey found that 23% of U.S. adults now stream Netflix on a daily basis, nearly quadruple the 6% who did back in 2011. 81% of Netflix users say they watch Netflix on a TV set. And 54% of adults said they have Netflix, vs. 53% having a DVR, the first time the penetration lines have crossed (in 2011, 44% had a DVR and 28% had Netflix).

More broadly, LRG found that 82% of U.S. TV households have either Netflix, a DVR or use an on-demand service from their pay-TV provider. 30% of households use 2 of these services, while 14% use all 3. In addition to Netflix, growth is up for the latter 2 ways of consuming video as well: 64% of pay-TV subscribers now have a DVR (vs. 49% in 2011) and 58% of cable subscribers used VOD in the past month (vs. 42% in 2011).

Despite all of the adoption in on-demand viewing, old habits die hard. LRG found that 46% of U.S. adults say they still “often flip through channels to see what’s on TV.”