I woulds say that people buying things in itunes stores is << Netflix views and ratings.
Why? When people buy things in the iTunes Store it means they think it's actually worth money. Once you have a Netflix subscription, watching shows there is free, so views is a signal of interest but not a great signal of whether the viewer meaningfully values the show.
Just anecdotally I know about 0 people who buy things off iTunes, and maybe 20-30 people who watch Netflix regularly. Just because 1 out of 100 people spend $5 to buy something on iTunes in a blue moon does not make the data source any stronger than say 100 episodes watched on Netflix in the same period, not to mention voluntary thumb ups/downs.
Lots of diversity with who watches Netflix. Not as much with iTunes visual media buying.
What's your source on diversity of people who buy things on iTunes?