Shares of Netflix (NASDAQ:NFLX) are up about 7% today, after an upgrade from Goldman Sachs and a favorable new study by research firm NPD Group.Analyst Ingrid Chung raised her rating on the stock to buy from neutral, and lifted her price target to $300 from $210. The stock currently is trading just under $215.Chung stated that the market has overreacted to increased signs of competition from companies such as Apple (NASDAQ:AAPL), Hulu, Amazon (NASDAQ:AMZN), and Facebook.Chung said that Netflix, already with 20 million subscribers, could add as many as 2 million to 4 million more customers per quarter, making it increasingly difficult for new entrants to the market to gain any traction.She also cites a huge shift in consumer habits, estimating the percentage of consumers watching streamed videos each week will rise to 27% this year from 16% in 2010, and the average amount of time watching streamed movies and TV shows will increase to about 4.3 hours per week, up from 3.4 hours per week in 2010.That would make watching streamed video content the second most popular online activity behind email, as measured by weekly hours spent doing the activity.The NPD Group’s figures show Netflix has a 61% share of the digitally streamed or downloaded home movie market, placing Comcast (NASDAQ:CMCSA) 2nd with 8%, and showing a three-way tie for 3rd place between Apple, DirecTV (NASDAQ:DTV), and Time Warner Cable (NYSE:TWC), each with 4%.The shift is being driven by the enormous convenience of being able to watch something fairly instantaneously, without having to order and wait for a video to arrive by mail.