market research netflix

Netflix Target Market & Consumer Segmentation – The Complete Brand Analysis 2022

Twenty five years ago, watching a movie at home involved heading out to a Blockbuster store and renting a DVD. Thanks to Netflix, which was established in 1997, that all changed, and Blockbuster? It’s been out of business since 2010.

Netflix began as a novel idea – instead of going out to rent a DVD, order it online and have it delivered to your door, for a mere $4 plus $2 postage. In the decades since, Netflix has become so much more than a DVD delivery company.

In 2007, it launched its famous video streaming service, and later began developing its own content in-house – a move which has paid off. In 2022, Netflix received more Academy Award nominations than any other movie distributor, beating out Disney, Warner Bros, MGM and all the leading Hollywood studios. 

In 2021, Netflix global revenue amounted to $30 billion, up from around $1.7 billion a decade ago. In Q1 2022, Netflix subscriber base stood at just over 221 million subscribers . Although an impressive number, the announcement of this figure sent shockwaves through the industry. It showed a decline of 200,000 subscribers compared to the previous quarter, Netflix’s first subscriber loss in 10 years.

While some attribute this to a post-Covid consumer reaction, Netflix is scrambling to address the issue and appease shareholders. The company is even toying with the idea of offering a cheaper, ad-based streaming service and cracking down on password sharing to help boost revenue.

Despite recent challenges, the question remains: How did Netflix go from Blockbuster competitor to global content producer and streaming giant? Who is the Netflix target audience and how does Netflix marketing strategy appeal to them so successfully?

Let’s do a deep dive into the Netflix current target market and see.

Want to learn more?

Who is netflix target market.

The Netflix target audience is located worldwide in around 190 countries. The typical age of Netflix users is in the younger adult age bracket, a member of Gen Z or Millenials, and with a lower income range of $25-50K.

There are more female Netflix viewers than male, but only just – 52% female to 48% male. In the US, the average Netflix user profile has been found to correlate very strongly with the average US citizen, based on a study of census data.

The target market for Netflix is extremely broad and diverse, and a closer analysis of Netflix target market demographics and Netflix consumer segmentation is a helpful way to dig deeper.

Netflix Target Market Segmentation

To conduct thorough Netflix marketing research, it is vital to gain an accurate understanding of the brand’s target market segmentation. When it comes to mobile target markets, a visit to the Consumer Insights and Audiences Hub is a quick and easy way to access data about mobile user audiences across hundreds of segments.  

For now, let’s explore the market segmentation for Netflix from a demographic, geographic, behavioral and psychographic point of view. 

Netflix Demographic Segmentation 

While Netflix demographics are highest for younger age brackets ( Gen Z 70% and Millenials 65% ), the Netflix user age shows that older consumers are also a strong audience .

In fact, 54% of Gen X and 39% of Baby Boomers are reflected in Netflix viewer demographics as of 2020. In the US, Hispanic Americans are more likely to have a Netflix subscription, with 70% saying they were subscribed compared to 61% of white Americans. The average Netflix target consumer is not highly educated, with close to 70% having some or no college education .  

Netflix Geographic Segmentation

Once, Netflix users had a majority base in the US, however this is no longer the case. Worldwide, Netflix subscriber numbers are split quite evenly between North America, and Europe, Africa and the Middle East combined, with Latin America and Asia Pacific trailing behind . 

Interestingly, in recent years, the Asia Pacific market has demonstrated the greatest growth in how many Netflix subscribers, with 65% increase alongside a 62% increase in revenue in 2020.

In contrast, Netflix already has high penetration in the US, with 70% of US broadband homes subscribed to the streaming service.  This points to the fact that the US is a saturated and mature market, with less potential room for growth than newer target markets in Asia .

Netflix Behavioral Segmentation

While the largest group falls into the $35-50K income bracket, more affluent consumers make up a large chunk of the Netflix target market, with 40% earning $75K or above . Password sharing is rife, with 70% of Netflix consumers who share their Netflix password.

Netflix enjoys very high conversion rates with 93% of users who signed up for the free trial deciding to take a subscription.

For Netflix users, pets are an important part of their viewing experience.  Twenty-two percent of users who watch Netflix with their pets say they bribe them with a treat to continue watching together, and a full 12% say they switched shows because their pet didn’t seem to like it!

Netflix Psychographic Segmentation

The Netflix target market is very broad, ranging across all age groups and socio-economic levels. Netflix aims to appeal to a wide range of psychographic segmentations, reflected in the broad content streamed on the platform, from kids entertainment, to documentaries, rom coms, action movies and comedy.

The Covid lockdowns spurred  a surge in Netflix consumption, with Netflix accounting for the largest share in streaming minutes in the US (34%) . The Netflix audience tends to skew liberal politically , with just 34% of Netflix users saying they identify as conservative. 

Netflix Top Competitors

Although Netflix has long been the clear leader among video streaming companies, other streaming platforms have recently begun to catch up  – notably Amazon Prime and Disney+. By 2026, Disney+ is forecast to outperform Netflix in global number of subscribers and Amazon Prime is expected to reach Netflix levels of success .

Other competitors include YouTube, whose growth in 2021 was on par with Netflix , HBO Max, Hulu, Peacock and Apple TV+.

Although Apple TV+ is a newer competitor with a far smaller streaming library, it is slowly but surely building a loyal subscriber base. It offers very high quality and targeted niche content, and of course, it has all the strength of the iconic Apple brand behind it. Learn more on Apple Target Market Analysis on our recent blog post. 

Netflix Marketing & Branding Strategy 

In 2021, Netflix spent over $2.5 billion in marketing , up 14% from the previous year. Personalization of the user experience is a core Netflix marketing strategy . The company uses sophisticated strategies for tracking a wide range of ‘events’, or user behaviors, such as time and date of viewing, pausing or stopping a show, and more. Netflix leverages this data to provide accurate and relevant content recommendations to individual subscribers.

Another key Netflix branding strategy is the in-house production of original and high-quality content. This cements the Netflix brand as not just a streaming platform but a production company that rivals even the biggest names in movie making and TV production.

In 2021, Netflix was forecast to spend over $17 billion in content production . Furthermore, Netflix content is curated and localized for different markets to optimize engagement. Slovakia is the country with the largest Netflix content library, boasting over 7400 titles. In contrast, the US comes in at number 20 with over 5800 titles available to subscribers.

Netflix brand analysis also reveals a unique and creative marketing approach for the promotion of specific shows and content . For example, during the 2016 US election season, Netflix ran a very successful marketing campaign for political drama series House of Cards .

The company broadcasted a “political campaign commercial” for Frank Underwood, the fictional president of the popular show, during the live Republican debate. The Netflix campaign was an instant success, trending on Twitter and Facebook within an hour of launching.

Netflix Streamers in United States

Start.io data of Netflix Streamers in the US reflects the large size of the Netflix audience, with close to 9.5 million mobile users who stream Netflix.

The largest age demographic by far is Gen Z and Millennials, who together make up close to 80% of the Netflix audience. Specifically according to data of mobile phone users, there are more males than females who like to stream Netflix, with a strong preference for Android over iOS.

In terms of socio-economic status, the data reflects a clear split. Around 28% of mobile users who subscribe to Netflix earn an income of $25K or less, and nearly 29% have income of $100-$150K.

The audience of Amazon Prime Streamers in the US is significantly smaller than the Netflix audience, numbering close to 4 million. They have a similar demographic segmentation with one striking difference – the ratio of male to female streamers is higher for Amazon Prime: 61.3% of Amazon Prime streamers are male compared to 54.9% for Netflix.

The Disney Entertainment Streamers segment in the US is smaller still, with just over 2.6 million mobile users. Not surprisingly, the Disney streamers mobile audience skews young, with over 80% of the audience aged under 34 years. 

These kinds of data points are vital in creating accurate and powerful ad campaigns for mobile audiences worldwide, across a wide range of consumer segments. For Netflix streamers, Amazon Prime subscribers, or hundreds of other audiences and segments, with the help of Start.io Audience data, businesses can access all the relevant insights for better targeting and better campaigns that deliver results.  

Netflix FAQs

How many videos are on netflix.

There are more than 5800 titles available to Netflix subscribers in the US.

How many people have Netflix?

Over 220 million people worldwide have Netflix subscriptions.

How many hours does the average person watch Netflix?

In 2020, Netflix users watched an average of 3.2 hours of video a day, adding up to a collective 6 billion hours every month.

Google I/O 2024: Our top 6 takeaways for Android app developers

New study: The most popular languages in the United States (other than English and Spanish)

For the first time, advertisers will spend more on CTV ads than traditional TV, report says

Privacy Overview

• SUGGESTED TOPICS
• The Magazine
• Newsletters
• Managing Yourself
• Managing Teams
• Work-life Balance
• The Big Idea
• Data & Visuals
• Reading Lists
• Case Selections
• HBR Learning
• Topic Feeds
• Account Settings
• Email Preferences

How Netflix Expanded to 190 Countries in 7 Years

• Louis Brennan

The majority of its revenue now comes from outside the U.S.

Netflix’s global growth is a big factor in the company’s success. It operates in over 190 countries, and its international streaming revenues now exceed its domestic revenues. But only eight years ago Netflix was only in the U.S. How did it expand so quickly? First, it didn’t enter all markets at once. It started slowly, in countries that were similar to its U.S. home market. Using what it learned in these markets, it expanded to a few dozen countries by 2015, and then continued learning and growing from there. Second, it adapted to local cultures and preferences, using that knowledge to appeal to customers all over the world, both with its content offerings and with the partnerships it formed with local stakeholders. Netflix’s strategy constitutes a new approach to growth that the author calls exponential globalization , and it’s one that other companies can use too.

Netflix’s global growth is a big factor in the company’s success. By 2017 it was operating in over 190 countries, and today close to 73 million of its some 130 million subscribers are outside the U.S. In the second quarter of 2018, its international streaming revenues exceeded domestic streaming revenues for the first time. This is a remarkable achievement for a company that was only in the U.S. before 2010, and in only 50 countries by 2015.

• LB Louis Brennan is a professor at the Trinity Business School at Trinity College Dublin. His areas of teaching and research interest include international business and operations strategy.

Partner Center

• Share full article

Advertisement

Supported by

Netflix’s Approach Shifts, Pushing Content That Can ‘Pop’

The streaming service long thought spending on ads didn’t result in more viewers. That has subtly changed under the marketing chief Marian Lee.

By Nicole Sperling

Netflix made sure viewers had ample opportunity to hear about “Wednesday,” its macabre hit starring Jenna Ortega .

They could come across it in an airport security line when plopping their belongings into a tray that asked, “What would Wednesday do?” Or see the title character in the Uber app when they ordered a ride. Or they could encounter it on TikTok, where seemingly everyone from Ukrainian soldiers to hip grannies was performing the title character’s arm-jolting, addictive dance set to the Lady Gaga song “Bloody Mary.”

Either way, the marketing resources that Netflix dedicated to the show helped make it a global sensation. The push included shifting Netflix’s social media resources from sites like Twitter and Instagram to TikTok after the amateur dance videos went viral. There was also a campaign in which local markets around the world adapted the slogan “What would Wednesday do?” to their country’s taste and culture. (Billboards in Los Angeles cheekily stated: “I read your screenplay. It’s time to rethink your writing career.”)

The show’s eight episodes were viewed 1.24 billion hours in the first 28 days they were available, Netflix said, making it the second-most-watched English-language series on the streaming service, just behind the fourth season of “Stranger Things.”

For the movie “Glass Onion: A Knives Out Mystery,” there was a widely publicized (including TV commercials) one-week theatrical release on Thanksgiving that generated a reported $15 million in ticket sales. After that, a Los Angeles escape room and a handful of murder-mystery dinners across the country — and more commercials — helped keep the word of mouth alive until the expensive star-studded sequel debuted on the service at Christmastime. It racked up 279.7 million hours watched in the first 28 days, which Netflix said made it the fourth-most-watched English-language film on the service.

Netflix’s marketing tactics are indicative of an evolving strategy for a company that is facing a much more competitive streaming marketplace — and trying to serve an increasingly fickle audience. As it contends with a maturing U.S. market, Netflix has introduced an advertising tier and is cracking down on password sharing. It has also essentially replaced its original creative team, opting for executives with broader tastes to serve a global marketplace.

To sell this evolution of the world’s largest streaming service, the company is relying on Marian Lee, its third chief marketing officer in three years.

“I’m trying to enable creativity, because I want to bring all of this content to more people around the world,” Ms. Lee said in an interview at Netflix’s headquarters in Los Angeles. “I also want the rest of Netflix to understand what the marketing strategy is: We support the content organization.”

She had stayed up late the previous night to finish the reality show “Full Swing,” saying she cried in her bathroom when it was over.

“I’m watching everything, and I’m going to tell you where I think this is really going to pop,” she said.

For all of Netflix’s success over the years, the company has never quite found its footing in marketing. That is primarily because of its core tenet is that the streaming service itself is its greatest marketer, and that spending on expensive commercials or advertisements does not always improve viewer engagement.

In 2019, the marketing operation moved under Ted Sarandos, who was the head of content and is now a co-chief executive. He hired Jackie Lee-Joe from BBC Studios to be chief marketing officer. She departed after just 10 months, when Mr. Sarandos surprised many inside Netflix by appointing Bozoma Saint John as the new C.M.O.

Ms. Saint John used her formidable social media presence — she has 424,000 followers on Instagram — to host her own lifestyle events under the moniker @badassboz while running the Netflix marketing team, but her impact on Netflix’s shows and movies proved less fruitful.

Ms. Lee was the global co-head of music at Spotify when Ms. Saint John hired her in July 2021. She was promoted to chief marketing officer in March 2022 after Ms. Saint John left. In contrast with her predecessor, Ms. Lee’s Instagram account is private, and when she was offered Ms. Saint John’s office, she declined, opting to remain in the one she occupied, which was closer to her staff.

Netflix’s marketing budget has remained fairly consistent, increasing to $2.5 billion in 2022 from $2.2 billion in 2020. But Ms. Lee’s 400-plus global team has enacted a subtle change in strategy, in which many of those dollars have been shifted to focus on individual titles as opposed to the branding of the streaming service itself.

Still, the amount of money set aside for marketing remains relatively small, considering Netflix spends $17 billion a year on its programming. And when filmmakers and showrunners grouse about working with Netflix, the complaints are often aimed at the marketing department, which they feel can be limited by its budget. It is an issue that traditional studios have tried to capitalize on, arguing that they may pay less upfront for a project but will spend more in marketing to let people know when it’s coming out.

“The legacy studios spend more on marketing,” said Tripp Vinson, a producer of the Netflix “Murder Mystery” films, starring Adam Sandler and Jennifer Aniston. The first movie came out in 2019, and the second became available to Netflix subscribers on Friday.

“But as a producer, what do I care about?” he added. “You’re implying that the more you spend, the greater chance you have of getting your audience in that legacy, traditional marketing way. Well, I know from ‘Murder Mystery’ 1, whatever Netflix did to market this movie, the amount of viewers that I got, that’s what I care about. And they were astounding numbers.”

For “Murder Mystery 2,” the streaming service added a second premiere at the Eiffel Tower in Paris, international billboards and commercials during the National Football League’s divisional playoffs. It also teamed up with the social media star Mr. Beast to offer an unwitting couple a surprise trip to the Paris premiere. The first movie landed back on Netflix’s Top 10 list a week ahead of the release, and expectations inside the company for the sequel are high.

Netflix’s chief content officer, Bela Bajaria, pushes against the notion that the company did not aggressively market specific shows and movies in the past.

“I think the tension may be with people feeling like there is only the traditional way to do it, and they don’t realize we market in so many different ways,” she said, noting the service’s social media channels reach 800 million people globally.

Filmmakers, though, have noticed a difference with Ms. Lee.

“Right when she arrived, she came down to see what we were doing and visited the set often,” said Debbie Snyder, a producer of the $80 million sci-fi spectacle “Rebel Moon,” which is directed by her husband, Zack Snyder.

The plan is for the film, scheduled to debut on Dec. 22, to be the first in a trilogy. Did Ms. Snyder receive the same personalized attention when the film “Army of the Dead” debuted in 2021? “No,” she said. “Not really at all.”

Netflix’s film chairman, Scott Stuber, said the marketing department under Ms. Lee was more in tune with the content side of the company. He noted that he was particularly impressed by her nimble approach, like her ability to maintain buzz for “Glass Onion” after its theatrical release.

“I like someone who actually knows the old playbook, but also is very interested in how to rewrite the rules for the new playbook,” he said.

In February, members of Ms. Lee’s brand marketing team crammed themselves into a conference room to discuss, among other topics, “The Marquee,” a handful of high-tech billboards with pithy messages that rotate weekly and appear in strategic locations around the world like Sunset Boulevard in Los Angeles, Times Square in New York and Les Halles in Paris.

She listened intently to the presentation: The board at the Trevi Fountain will be moved to a different location in Rome, one that is less of a tourist spot and more of a place where local Netflix subscribers could connect with it; Times Square is going to get an innovative billboard that is easier to program yet looks like the physical one on Sunset Boulevard. A marquee is coming soon to Warsaw.

“The point of the board is to have fun, be edgy and push all the way to the edge,” Ms. Lee said.

“I know it’s a lot of pressure because they have to come up with a new message every week,” she added, “but if they’re just using it for something lame, I’d rather not do it.”

Nicole Sperling is a media and entertainment reporter, covering Hollywood and the burgeoning streaming business. She joined The Times in 2019. She previously worked for Vanity Fair, Entertainment Weekly and The Los Angeles Times. More about Nicole Sperling

• AI Marketing
• App Store Optimization
• Apple Search Ads
• Growth Marketing
• Mobile Marketing
• Mobile Game Marketing
• Performance Marketing
• Customer Engagement
• Marketing Automation
• In-app Messaging
• iOS Push Notifications
• Android Push Notifications
• SMS Marketing
• Mobile Attribution
• Mobile Measurement Partners
• Crash Reporting
• App Monitoring
• A/B Testing
• Mobile Game Monetization
• Subscription Platforms
• Paywall Platforms
• App Investors
• Social Media Marketing
• TikTok Marketing
• Mobile Ad Networks
• CTV Advertising
• In-game Advertising
• Ad Exchanges
• Ad Fraud Tools
• Mobile Ad Analytics
• Mobile DSPs
• Retargeting
• App Installs
• Browse all Categories
• Content Lock
• Incentivized Ads
• Interstitial
• Offer Walls
• Rewarded Video
• Browse all Ad Formats
• Pay Per Call
• Programmatic
• Real Time Bidding
• Self Service
• Augmented Reality
• Browse all Platforms
• Los Angeles
• San Francisco
• App Builders
• Mobile Games
• Entertainment
• Browse all Offer Types
• Lead Generation
• Sweepstakes
• App Marketing
• User Acquisition
• App Engagement
• App Development
• App Revenue
• App Analytics
• Subscriptions
• App Benchmarks
• App Sectors
• App Reports
• App Rankings
• App Growth Awards
• News & Announcements
• App Leaders

Netflix Revenue and Usage Statistics (2024)

Updated: February 7, 2024

Netflix was conceived in 1997 by Reed Hastings (the current CEO) and Marc Randolph. Both had previous ventures in the West Coast tech scene, Hastings was the owner of debugging software firm Pure Atria, while Randolph had co-founded and then sold MicroWarehouse for $700 million.

Originally a DVD-rental service, in the same vein as Blockbuster, Netflix broke ground with its mail order service. It introduced a subscription model at the turn of the millennium, which allowed subscribers to rent as many DVDs as they wanted, without incurring any additional costs which were the bane of many Blockbuster-fans lives.

Fire Up Your Growth!

Moburst propelled leading brands like Google, Reddit, and Uber to the next level.  Let’s ignite your Success journey today!

Netflix rejected the offer and a year later went public on the Nasdaq. It wouldn’t be until 2007 that it rolled out its video streaming service, which separated Netflix from Blockbuster and many of the other DVD-rental services which went out of business in the 2010s.

It took a few years for the streaming service to make inroads, but once it did Netflix pivoted to a platform only approach, canning the DVD-rental service and launching Netflix worldwide. Today, only citizens in North Korea, Syria, China and Crimea are denied the binge-watching pleasures of the streaming service.

In 2012, Netflix also upped the ante with its own programming, which started with Lilyhammer but was boosted heavily by House of Cards and Orange is the New Black, two of the company’s most watched TV shows. Netflix started to pick up awards for its TV shows, surpassing HBO in 2018 for the amount of Emmy nominations.

Netflix has also distributed several noteworthy films, including Beasts of No Nation, Marriage Story, Roma and Martin Scorsese’s The Irishman. Netflix earned more nominations at the 2020 Oscars than any other film studio.

But in terms of awards, the first Emmy Netflix ever won, in 2012, is perhaps the most illustrative: an Emmy Engineering Award, given to individuals or organisations that have profoundly changed the way we watch television. Netflix, it is fair to say, has profoundly done this.

As Netflix has grown in revenue and subscribers, it has enticed others to copy its formula. Amazon launched its Prime Video subscription service at around the same time and has been a heavy spender, as it looks to compete with Netflix for online eyeballs.

Disney also launched its own streaming service in November 2019, and several American cable services launched their own in 2020, such as HBO Max , Peacock and Paramount. This has put a strain on Netflix’s growth, with 2022 seeing the first declines in subscribers in the North American market.

To combat this, Netflix launched a cheaper ad-supported tier, to entice users who would not pay for Netflix otherwise. It also considers the ad-supported tier as a way to carve out a new source of revenue, with subscription growth drying up.

This has performed well for Netflix, which has reported increases in revenue and user growth after the 2022 slump. It is now seen as in the driver’s seat in the streaming wars, as other operators struggle to generate profit from their streaming service.

We have collected data and statistics on Netflix. Read on below to find out more.

Netflix Key Statistics

• Netflix generated $33.7 billion revenue in 2023, a 6.6% increase year-on-year
• $14 billion of Netflix’s revenue was generated in North America, its largest market
• Netflix had an net income of $5.4 billion in 2023, an 20.4% increase on the previous year
• In 2023, Netflix had 238.3 million subscribers worldwide

Netflix Overview

Netflix revenue.

Netflix generated $33.7 billion revenue in 2023, with four straight quarters of growth. It reported its first quarterly decline in Q4 2022.

Netflix quarterly revenue 2011 to 2023 ($mm)

Netflix annual revenue 2011 to 2023 ($bn).

Source: Company data

Netflix Revenue by Region

Netflix earned 44% of its revenue from the US & Canada market, its largest region for revenue and usage.

Netflix annual revenue by region 2018 to 2023 ($bn)

Netflix arpu by region.

Netflix earns more revenue per user in the US & Canada market, at $16 per user, while it earns the least per user in Asia-Pacific.

Netflix annual ARPU by region 2018 to 2023 ($bn)

Netflix profit.

Netflix made $5.4 billion net profit in 2023, an increase on the year prior.

Netflix annual net income/loss 2011 to 2023 ($mm)

Note: Values are net income. Source: Company data

Netflix Content Spend

Netflix content spend declined for a second year in a row, primarily due to the Hollywood writers strike.

Netflix annual content spend 2016 to 2023 ($bn)

Sources: Netflix, Variety

Netflix Subscribers

Netflix has managed to reenergise its subscription growth through the launch of its ad-tier.

Netflix quarterly subscribers 2011 to 2023 (mm)

Netflix annual subscribers 2011 to 2023 (mm).

Note: Values cover Q2 of each respective year. Source: Company data

Netflix Subscribers by Region

The Europe, Middle East & Africa market is the largest for total subscribers, at 79.8 million.

Netflix annual subscribers by region 2018 to 2023 (mm)

Netflix share of us streaming minutes.

Netflix remains the most popular streaming service in the US for total minutes watched, surpassing YouTube and Hulu.

US audience streaming minutes 2022 (%)

Source: Nielsen

Netflix US Library Size

In terms of total library size, Netflix is far behind Amazon Prime Video, but ahead of all other streaming platforms in the US.

US streaming services library size 2024

Source: JustWatch

Netflix vs Disney Plus: Subscribers

Netflix faq, what is the most streamed tv show on netflix.

The Office is the most streamed piece of content on Netflix, with a total of 57.1 billion minutes ( Nielsen )

What is the median age of a Netflix user?

The median age is between 35-44 years old

How many Netflix users use the platform without paying?

An estimated 31% of users do not pay for the platform ( Survata )

How many unique recommendations does Netflix have?

Netflix has 1,300 “recommendation clusters”, which are built through user’s viewing preferences

How many hours of Netflix were streaming during coronavirus lockdown?

In the US, an estimated 204 million hours were collectively streamed during the first major coronavirus lockdown in 2020 ( Kill the Cable Bill )

More Video App Data

• Disney Plus Revenue and Usage Statistics (2024)
• Video Streaming App Revenue and Usage Statistics (2024)
• YouTube Revenue and Usage Statistics (2024)
• HBO Max Revenue and Usage Statistics (2024)
• TikTok Revenue and Usage Statistics (2024)
• Hulu Revenue and Usage Statistics (2024)
• Twitch Revenue and Usage Statistics (2024)

By signing up you agree to our privacy policy . You can opt out anytime.

• Media ›
• TV, Video & Film

Netflix usage in the United States - statistics & facts

How netflix combats subscriber loss in a competitive market, what are audiences watching on netflix, key insights.

Detailed statistics

Quarterly Netflix subscribers count worldwide 2013-2024

Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2024

Netflix's annual revenue 2002-2023

Editor’s Picks Current statistics on this topic

Online Video & Entertainment

Internet users who used Netflix in the U.S. 2023, by age

Video Streaming

Frequency of using Netflix in the U.S. 2023, by generation

Further recommended statistics

• Premium Statistic SVOD service user shares in the U.S. 2015-2023
• Premium Statistic New SVOD subscribers in the U.S. 2020-2023, by platform
• Premium Statistic U.S. viewer awareness and understanding of major streaming services 2024
• Basic Statistic Most well-known video-on-demand brands in the United States 2023
• Basic Statistic Most downloaded entertainment and streaming apps U.S. 2022
• Basic Statistic Netflix: number of paid subscribers Q4 2024, by region
• Premium Statistic Quarterly Netflix paid streaming subscribers in the U.S. and Canada 2013-2024

SVOD service user shares in the U.S. 2015-2023

Share of consumers who have a subscription video-on-demand (SVOD) service in the United States from 2015 to 2023

New SVOD subscribers in the U.S. 2020-2023, by platform

Share of new subscription video-on-demand subscribers in the United States from 2nd quarter 2020 to 3rd quarter 2023, by platform

U.S. viewer awareness and understanding of major streaming services 2024

Consumer awareness and understanding of selected video streaming services in the United States as of February 2024

Most well-known video-on-demand brands in the United States 2023

Leading video-on-demand brands ranked by brand awareness in the United States in 2023

Most downloaded entertainment and streaming apps U.S. 2022

Leading entertainment and video streaming apps in the United States in 2022, by downloads (in millions)

Netflix: number of paid subscribers Q4 2024, by region

Number of Netflix paying streaming subscribers worldwide as of 1st quarter 2024, by region (in millions)

Number of Netflix paying streaming subscribers in the United States and Canada from 1st quarter 2013 to 1st quarter 2024 (in millions)

Consumer behavior and demographics

• Premium Statistic Ranking of TV and video streaming providers consumers would not drop in the U.S. 2023
• Premium Statistic Share of Netflix time among total TV content viewing in the U.S. 2021-2023
• Premium Statistic Frequency of using Netflix in the U.S. 2023, by gender
• Premium Statistic Frequency of using Netflix in the U.S. 2023, by generation
• Premium Statistic Internet users who used Netflix in the U.S. 2023, by age
• Premium Statistic Devices used to watch Netflix TV series in the U.S. 2023
• Basic Statistic U.S. Netflix quarterly app downloads 2016-2024
• Premium Statistic U.S. adults time spent per day on Netflix, TikTok, and YouTube 2020-2024
• Premium Statistic Planned cancellation rates among Netflix subscribers worldwide 2023, by country

Ranking of TV and video streaming providers consumers would not drop in the U.S. 2023

Television and video streaming providers TV viewers would keep in the United States as of August 2023

Share of Netflix time among total TV content viewing in the U.S. 2021-2023

Share of time spent watching Netflix out of all hours spent watching television in the United States from August 2021 to October 2023

Frequency of using Netflix in the U.S. 2023, by gender

Frequency of watching Netflix in the United States as of March 2023, by gender

Frequency of watching Netflix in the United States as of March 2023, by generation

Share of internet users who used Netflix in the United States as of March 2023, by age

Devices used to watch Netflix TV series in the U.S. 2023

Number of unique viewers of TV shows on Netflix in the United States from May to September 2023, by device (in millions)

U.S. Netflix quarterly app downloads 2016-2024

Number of Netflix app downloads in the United States from 1st quarter 2016 to 1st quarter 2024 (in millions)

U.S. adults time spent per day on Netflix, TikTok, and YouTube 2020-2024

Average time spent per day on Netflix, TikTok, and YouTube by adults in the United States from 2020 to 2024 (in minutes)

Planned cancellation rates among Netflix subscribers worldwide 2023, by country

Planned cancellation rates among Netflix subscribers in selected countries worldwide in 2nd quarter 2023

Popular content

• Premium Statistic Most enjoyable content on video streaming services in the U.S. 2022
• Premium Statistic Most in-demand digital original shows in the U.S. May 2024
• Premium Statistic Leading original TV series on SVOD services in the U.S. 2023, by minutes streamed
• Premium Statistic Most watched acquired series on VOD services in the U.S. 2023
• Premium Statistic Leading Netflix TV series in the U.S. September 2023, by unique viewers
• Basic Statistic Most viewed English-language Netflix films 2023
• Basic Statistic Most viewed English-language Netflix TV shows 2024
• Premium Statistic Fanbase of the Netflix series "Stranger Things" in the U.S. 2022, by gender
• Premium Statistic Fanbase of the Netflix series "Stranger Things" in the U.S. 2022, by generation

Most enjoyable content on video streaming services in the U.S. 2022

Content most enjoyed on selected video streaming services in the United States as of September 2022

Most in-demand digital original shows in the U.S. May 2024

Most popular digital original television shows based on audience demand in the United States from April 29 to May 5, 2024, by difference from market average

Leading original TV series on SVOD services in the U.S. 2023, by minutes streamed

Minutes streamed of original TV series on subscription video streaming services in the United States in 2023 (in billions)

Most watched acquired series on VOD services in the U.S. 2023

Ranking of acquired series on streaming services in the United States in 2023 (in billion minutes streamed)

Leading Netflix TV series in the U.S. September 2023, by unique viewers

Ranking of TV shows on Netflix in the United States in September 2023, by number of unique viewers (in millions)

Most viewed English-language Netflix films 2023

Most popular English-language Netflix movies of all time as of October 2023, by number of views (in millions)

Most viewed English-language Netflix TV shows 2024

Most popular English-language Netflix TV shows of all time as of April 2024, by number of views (in millions)

Fanbase of the Netflix series "Stranger Things" in the U.S. 2022, by gender

Share of fans of the Netflix series "Stranger Things" in the United States in 2022, by gender

Fanbase of the Netflix series "Stranger Things" in the U.S. 2022, by generation

Share of fans of the Netflix series "Stranger Things" in the United States in 2022, by generation

Consumer reactions to recent strategies

• Premium Statistic Ad-supported vs. non ad-supported streaming among CTV households in the U.S. 2023
• Premium Statistic Netflix sign-ups in the U.S. 2022-2023, by plan type
• Premium Statistic Reactions to new ad-supported tiers of Netflix and Disney+ in the U.S. 2022
• Premium Statistic Non-subscribers' reactions to ad-funded tiers of Netflix & Disney+ in the U.S. 2022
• Premium Statistic VOD subscription canceling if increasing fees and regulations in the U.S. 2023
• Premium Statistic Netflix subscriptions in the U.S. 2023
• Premium Statistic Adults using Netflix via password sharing methods in the U.S. 2023, by generation
• Premium Statistic Netflix subscription canceling if charging account sharing in the U.S. 2023

Ad-supported vs. non ad-supported streaming among CTV households in the U.S. 2023

Distribution of connected TV households streaming non-ad-supported and ad-supported content in the United States as of May 2023, by platform

Netflix sign-ups in the U.S. 2022-2023, by plan type

Distribution of Netflix sign-ups in the United States from August 2022 to September 2023, by plan type

Reactions to new ad-supported tiers of Netflix and Disney+ in the U.S. 2022

Reactions of Disney Plus and Netflix subscribers to new ad-supported tiers in the United States as of November 2022

Non-subscribers' reactions to ad-funded tiers of Netflix & Disney+ in the U.S. 2022

Reactions of Disney Plus and Netflix non-subscribers to new ad-supported tiers in the United States as of November 2022

VOD subscription canceling if increasing fees and regulations in the U.S. 2023

Share of subscribers who would unsubscribe from selected video streaming services due to increased prices and regulations in the United States as of 2023

Netflix subscriptions in the U.S. 2023

Share of adults with a Netflix subscription in the United States as of March 2023

Adults using Netflix via password sharing methods in the U.S. 2023, by generation

Distribution of adults using Netflix in the United States as of March 2023, by generation

Netflix subscription canceling if charging account sharing in the U.S. 2023

Likeliness of Netflix users canceling their subscription if Netflix begins charging extra for account sharing in the United States as of April 2023

Further reports

Get the best reports to understand your industry.

Mon - Fri, 9am - 6pm (EST)

Mon - Fri, 9am - 5pm (SGT)

Mon - Fri, 10:00am - 6:00pm (JST)

Mon - Fri, 9:30am - 5pm (GMT)

• Today's news
• Reviews and deals
• Climate change
• 2024 election
• Fall allergies
• Health news
• Mental health
• Sexual health
• Family health
• So mini ways
• Unapologetically
• Buying guides

Entertainment

• How to Watch
• My Portfolio
• Latest News
• Stock Market
• Premium News
• Biden Economy
• EV Deep Dive
• Stocks: Most Actives
• Stocks: Gainers
• Stocks: Losers
• Trending Tickers
• World Indices
• US Treasury Bonds
• Top Mutual Funds
• Highest Open Interest
• Highest Implied Volatility
• Stock Comparison
• Advanced Charts
• Currency Converter
• Basic Materials
• Communication Services
• Consumer Cyclical
• Consumer Defensive
• Financial Services
• Industrials
• Real Estate
• Mutual Funds
• Credit cards
• Balance Transfer Cards
• Cash-back Cards
• Rewards Cards
• Travel Cards
• Student Loans
• Car Insurance
• Morning Brief
• Market Domination
• Market Domination Overtime
• Asking for a Trend
• Opening Bid
• Stocks in Translation
• Lead This Way
• Good Buy or Goodbye?
• Fantasy football
• Pro Pick 'Em
• College Pick 'Em
• Fantasy baseball
• Fantasy hockey
• Fantasy basketball
• Download the app
• Daily fantasy
• Scores and schedules
• GameChannel
• World Baseball Classic
• Premier League
• CONCACAF League
• Champions League
• Motorsports
• Horse racing
• Newsletters

New on Yahoo

• Privacy Dashboard

Yahoo Finance

Netflix Revenue, Earnings, and Subscriptions Top Estimates

Netflix had nearly 270 million subscribers at the end of the first quarter and has been able to generate more average revenue from its membership base thanks to its portfolio of in-demand content, which will soon include more live events.

The company’s reported quarterly earnings of $5.28 per share beat the Wall Street consensus estimate of $4.52. Its revenue and subscriber figures beat estimates too ($9.37 billion versus $9.28 billion and 269.6 million versus 264.2 million, respectively).

It’s no wonder NFLX shares are up 33% this year – and they could rise more. MAPsignals data shows how Big Money investors are betting heavily on the forward picture of the stock.

Netflix Shares Reflect Heavy Accumulation

Institutional volumes reveal plenty. In the last year, NFLX has enjoyed strong investor demand, which we believe to be institutional support.

Each green bar signals unusually large volumes in NFLX shares. They reflect our proprietary inflow signal, pushing the stock higher:

Plenty of technology names are under accumulation right now. But there’s a powerful fundamental story happening with Netflix.

Netflix Fundamental Analysis

Institutional support and a healthy fundamental backdrop make this company worth investigating. As you can see, NFLX has had strong sales and earnings growth:

3-year sales growth rate (+10.6%)

3-year EPS growth rate (+31%)

Source: FactSet

Also, EPS is estimated to ramp higher this year by +20.8%.

Now it makes sense why the stock has been powering to new heights. NFLX has a track record of strong financial performance.

Marrying great fundamentals with our proprietary software has found some big winning stocks over the long term.

Netflix has been a top-rated stock at MAPsignals. That means the stock has unusual buy pressure and growing fundamentals. We have a ranking process that showcases stocks like this on a weekly basis.

It’s made the rare Top 20 report multiple times in the last year. The blue bars below show when NFLX was a top pick…delivering value along the way:

Tracking unusual volumes reveals the power of money flows.

This is a trait that most outlier stocks exhibit…the best of the best. Big Money demand drives stocks upward.

Netflix Price Prediction

The NFLX rally isn’t new at all. Big Money buying in the shares is signaling to take notice. Given the historical gains in share price and strong fundamentals, this stock could be worth a spot in a diversified portfolio.

Disclosure: the author owns NFLX in personal and managed accounts at the time of publication.

If you are a Registered Investment Advisor (RIA) or are a serious investor, take your investing to the next level, learn more about the MAPsignals process here .

This article was originally posted on FX Empire

More From FXEMPIRE:

USD/JPY Forecast – US Dollar Continues to Pound The Yen

AUD/USD Weekly Price Forecast – Aussie Continues to Look Neutral Overall

USD/JPY Forecast – US Dollar Continues to See Buyers Against Yen

USD/JPY Forecast – US Dollar Continues to Look Bullish

USD/JPY Weekly Price Forecast – US Dollar Continues to Grind Higher Against Yen

Industries Overview

Latest articles, more than half of gen zers watch longform videos on social media, consumers have already begun back-to-school shopping, 5 charts to inform your video marketing strategy, the rise of performance marketing on the big screen: why advertisers are loving ctv | sponsored content, ai is transforming organic search, strong results from abercrombie, dick’s sporting goods, and cava show shoppers are willing to splurge (for some items), google leak of alleged seo documents shows importance of brand marketing, but don’t ditch best practices, tiktok looks to court publishers through monetization opportunities, loyalty program membership and engagement reached new highs in 2023, retail media placements have high engagement but low viewability, says doubleverify report, about emarketer, netflix trends & statistics.

Powerful data and analysis on nearly every digital topic.

Want more marketing insights?

Sign up for EMARKETER Daily, our free newsletter.

Thanks for signing up for our newsletter!

• Learn about what technologies are transforming your industry
• Gain exclusive perspectives from top industry leaders
• Access thousands of data sets and forecasts via our iconic charts

Industries →

Advertising & marketing.

• Social Media
• Content Marketing
• Email Marketing
• Browse All →
• Value-Based Care
• Digital Therapeutics
• Online Pharmacy

Ecommerce & Retail

• Ecommerce Sales
• Retail Sales
• Social Commerce
• Connected Devices
• Artificial Intelligence (AI)

Financial Services

• Wealth Management

More Industries

• Real Estate
• Customer Experience
• Small Business (SMB)

Geographies

• Asia-Pacific
• Central & Eastern Europe
• Latin America
• Middle East & Africa
• North America
• Western Europe
• Data Partnerships

Media Services

• Advertising & Sponsorship Opportunities

Free Content

• Newsletters

Contact Us →

Worldwide hq.

One Liberty Plaza 9th Floor New York, NY 10006 1-800-405-0844

Sales Inquiries

1-800-405-0844 [email protected]

A Case Study on Netflix’s Marketing Strategies & Tactics

As the spread of COVID-19 has affected most industries and economies worldwide, people have been forced to stay contained at home to prevent the spread of coronavirus. People have also been bored to death as they have nothing to do.

In this locked-up scenario, your best partner could be your Netflix account which contains thousands of interesting movies, series, and shows. We were discussing which brand to take up for this week’s case study, and then one of our team members got an idea, let’s take the famous OTT platform Netflix which has managed to entertain a large population in no time.

Today, we are going to discuss the story of a platform that is providing us streaming services, or as we call it video-on-demand available on various platforms- personal computers, iPods, or smartphones. Netflix cut through the competitive clutter and reached out to its targeted audience by curating some interesting  brand communication strategies  over the years.

Let’s get into the success story of Netflix’s Journey.

Netflix was founded on August 29, 1997, in Scotts Valley, California when founders Marc Randolph and Reed Hastings came up with the idea of starting the service of offering online movie rentals. The company began its operations of rental stores with only 30 employees and 925 titles available, which was almost the entire catalog of DVDs in print at the time, through the pay-per-rent model with rates and due dates. Rentals were around $4 plus a $2 postage charge. After significant growth, Netflix decided to switch to a subscriber-based model.

In 2000, Netflix introduced a personalized movie recommendation system. In this system, a user-based rating helps to accurately predict choices for Netflix members. By 2005, the number of Netflix subscribers rose to 4.2 million. On October 1, 2006, Netflix offered a $1,000,000 prize to the first developer of a video-recommendation algorithm that could beat its existing algorithm Cinematch, at predicting customer ratings by more than 10%.

By 2007 the company decided to move away from its original core business model of DVDs by introducing video on demand via the internet. As a part of the internet streaming strategy, they decided to stream their content on Xbox 360, Blu-Ray disc players, and TV set-top boxes. The ventures also partnered with these companies to online streaming their content. With the introduction of the services in Canada in 2010, Netflix also made its services available on the range of Apple products, Nintendo Wii, and other internet-connected devices.

In 2013, Netflix won three Primetime Emmy Awards for its series “House of Cards. By 2014, Netflix made itself available in 6 countries in Europe and won 7 creative Emmy Awards for “House of Cards” and “Orange Is the New Black”. With blooming streaming services, Netflix gathered over 50 million members globally. By 2016, Netflix was accessible worldwide, and the company has continued to create more original content while pressing to grow its membership. From this point, Netflix was unstoppable and today it has a worldwide presence in the video-on-demand industry.

Business Model of Netflix

The platform has advanced to streaming technologies that have elevated and improved Netflix’s overall business structure and revenue. The platform gives viewers the ability to stream and watch a variety of TV shows, movies, and documentaries through its software applications. Since Netflix converted to a streaming platform, it is the world’s seventh-largest Internet company by revenue.

Now, let’s have a look at the business model of Netflix. 1. Netflix’s Key Partners:

• Netflix has built more than 35+ partners across the world. They have partnered with different types of genres for subscribers to select from and enjoy watching.
• Built alliances with Smart TV companies like LG, Sony, Samsung, Xiaomi, and other players in the market.
• Built alliances with Apple, Android, and Microsoft platforms for the purpose of converting business leads from mail-in-system to streaming.
• Built alliances with telecom networks like Airtel, Reliance Jio, and Vodafone.

2. Netflix’s Value Proposition:  Netflix aims to provide the best customer experience by deploying valuable propositions. Here is how the online streaming brand strives to do so:

• With a 24*7 streaming service, users can enjoy shows and movies in high-definition quality from anywhere whether they are at home or traveling.
• Users get access to thousands of movies and tv shows and Netflix Original movies or shows.
• New signups can avail of a 30-day free trial and have the option of canceling their subscriptions anytime.
• Receive algorithmic recommendations for new items to watch.
• At Netflix, users have the flexibility to either turn on notifications and suggestions or keep them switched off.
• Netflix’s “user profiles” give leverage for users to personalize their user accounts and preferences. The User profiles allow the “admin-user” to modify, allow or ever restrict certain users.
• Sharing account options is one of the rarest features a movie platform can provide. Sharing accounts feature on Netflix allows spouses, friends, or even groups to share an account with specific filters and preferences already set.

3. Netflix’s Key Activities

• Maintain and continue to expand its platforms on the website, mobile apps
• Curate, develop and acquire licenses for Netflix’s original content and expand its video library.
• Ensure high-quality user recommendations to retain the customer base
• Develop and maintain partnerships with studios, content production houses, and movie production houses.
• Operate according to censorship laws. Netflix always promotes and operates within the boundaries of censorship.

4. Netflix’s Customer Relationships:  Netflix has designed a customer-friendly platform that offers:

• Self-Setup:  Netflix platform was originally designed to ensure that it is simple and easy to use. Developers of the website ensured to associate elements and themes that serve, promote friendliness, and provide self-setup.
• Unbelievable Customer Experience:  Customers can solve their queries by reaching the Netflix team through the website portal, emailing inquiries, and directly reaching the representative on call or live chat.
• Social Media Channels:  Netflix also engages its audience through social media platforms such as Facebook, Instagram, and LinkedIn. It advertises and offers deals to gain high attraction customers and enhance its customer base.
• Netflix Gift Cards:  Netflix offers its customers special promotional discounts and other gift cards as a part of their subscription plan.

Netflix’s Revenue Model

Netflix gained major popularity when the platform launched online streaming services. Let’s have a look at how the platform earns.

• Subscription-Based Business Model:  Netflix offers monthly subscription fees with three different price options basic, standard, and premium plan. Today, Netflix has over 125 million paid members from over 190 countries and generates $15 billion annually.
• Important partnerships:  Built alliances with a wide range of movie producers, filmmakers, writers, and animators to receive content and legally broadcast the contents required by aligning licenses.
• Internet Service Provider:  One of the most influential tactics implemented was its ability to build alliances with a wide range of movie producers, filmmakers, writers, and animators to receive content and legally broadcast the contents required by aligning licenses.

Netflix was able to establish a well-reputed image worldwide and increased its customer base day by day. When it comes to giving competition, the brand has devised various digital marketing strategies and has gained wide popularity on digital media platforms. With the help of the best digital marketing services, they have kindled the excitement and craze in the people to travel and host.

Digital Marketing Model of Netflix

In less than 4 years, Netflix has gathered a major share of the Indian market. Today a majority of households in India subscribe to Netflix, and that number is expected to rise this year and further in the years to come. The product is designed so well, that you remain engrossed in the content they deliver. They adopted top digital marketing strategies. Consult the best brand activation agencies. Further, let’s talk about a few of the digital marketing principles that Netflix has successfully implemented to gather customers.

1. Personalised Content Marketing:  People love using Netflix because they get a broad range of things to watch. Netflix’s library of TV shows and movies from all over the world is there for consumers to choose from at any time.

The reason that Netflix won the personalization game is that its advanced algorithm continues to rearrange the programs overtime on the basis of your viewing history. Hire some of the best  performance marketing agencies  for personalized content.

2. Website Development:  Netflix has designed its website with a user-friendly interface that allows customers to rate TV shows and movies, which then goes through Netflix’s algorithm to recommend more content they might enjoy. With the onsite optimization for the website, they have optimized each and every page for enhanced customer experience.

To easily get in the minds of customers, they have optimized their website for content by title, by an actor’s name, or even by a director’s name. By leveraging the  best website development services , they added a host of personalization features to their website with clean looks no matter which platform you are using.

3. Email Marketing:  Netflix tapped on email marketing techniques as a part of its digital marketing strategy and as a key component of customer onboarding and nurturing. New Netflix customers receive a series of emails that make content recommendations and encourage new users to explore the platform. Netflix marketers invest hours in building creative email marketing campaigns designed to engage and delight recipients. With the help of the  best email marketing services , they continue to enhance the experience of the customers

4. Search Engine Optimization:  Netflix makes use of search engine optimization services for the sake of improving organic research and establishing its brand presence. The brand aimed at the  best search engine optimization services  to drive traffic organically and adopted both on-page and off-page SEO strategies. They optimized their content with potential keywords that show up high in search results. They also tapped the strategy of International SEO to gain organic leads from the worldwide stage.

5. Social Media Optimization:  Today, social media platforms have become an integral part of digital marketing strategy. If you want to connect with your audience in real time, then it is the best platform to establish your brand image. As social media plays a vital role in the lives of people, Netflix decided to leverage the  best social media optimization services  that made them earn billions. They made use of the following platforms:

Through  creative social media optimization strategies,  Netflix has garnered more than 61 million Facebook followers. In just one year, the brand added 11 million followers to its account. Netflix posts nearly 90% of videos and the rests images. Videos featured on Netflix’s

Facebook pages are typically clips from interviews with the actors from the upcoming movies, clips from the upcoming movies and TV shows, offering audiences a sneak peek into what’s in store for them. Besides videos, the OTT platforms share images, GIFs, funny memes, and simple text posts featuring questions about current movies and TV shows.

Netflix carries 19 million followers. The majority of Netflix’s posts on Instagram are images, post scenes from TV shows featuring engaging captions to get a conversation going, and behind-the-scenes clips and interviews with actors. A recent video featured a behind-the-scenes bloopers video from the set of Stranger Things, which garnered 1.2 million views and almost 3,000 comments. Netflix uses a simple approach to posting, with most posts not featuring any hashtags at all.

Netflix carries 6.8 million followers on Twitter and has tweeted over 30,000 times. Netflix is renowned for its witty replies and comebacks on Twitter, and the brand tweets an average of 14 times a day. This shows just how important engagement is for the brand and how much it values brand awareness. These are the digital marketing techniques that the famous OTT platform adopted from time to time to the subscribers’ engagement and retention. Hence it has yielded high returns for their business.

Campaigns of Netflix

1. Netflix: The Spoiler Billboard:  Netflix’s new campaign uses spoilers of its most popular shows, including Stranger Things, Money Heist and Narcos, to promote social distancing amid the COVID-19 crisis, and while the effort is getting a lot of buzzes, it’s a fake.

2. FU2016:  To launch season four of the political drama House of Cards, Netflix worked with BBH New York and built a fake presidential campaign around the show’s lead character Frank Underwood. The campaign became the top trending topic on Facebook and Twitter during the debate, and it won a Grand Prix in the Integrated category at Cannes in 2016.

3. The Censor’s Cut:  The streaming company wanted to advertise Narcos Mexico in Thailand. Netflix worked with JWT Bangkok and cut around the offending images within each scene, leaving a clear enough outline that anyone could still identify what had been removed. The campaign achieved the opposite effect of what censorship is supposed to do by reaching 34 million people.

Conclusion Netflix is a rare example of a company doing everything right. From its branding and content right down to its business model and product, the company has always excelled at making smart, strategic decisions. With its large market share and focus on numbers, Netflix has managed to develop a deep understanding of its audience that very few others have. With this knowledge, paired with a strong, affordable product, there’s no limit to what this brand can do in the future.

Reach out to  Digital Marketing Agency for the best marketing strategies among different marketing platforms.

Experential

• Skip to main content
• Skip to primary sidebar
• Skip to footer
• QuestionPro

• Solutions Industries Gaming Automotive Sports and events Education Government Travel & Hospitality Financial Services Healthcare Cannabis Technology Use Case NPS+ Communities Audience Contactless surveys Mobile LivePolls Member Experience GDPR Positive People Science 360 Feedback Surveys
• Resources Blog eBooks Survey Templates Case Studies Training Help center

Home Uncategorized

How Market Research Could Have Saved Netflix From Losing Over 800,000 Customers

In a land where founders and CEO of large successful companies are the new celebrities, many of them are faced with pivotal decisions that will likely shape their legacy… or at least make an interesting chapter or two in their future autobiography.

As a longtime Netflix customer and die-hard Roku advocate, I was shocked at Chief Executive Officer Reed Hasting’s aggressive decision to split it’s DVD rental and video streaming business into two separate entities in addition to doubling it’s current rates. Many thought Quikster was a stupid name to describe their DVD rental division and in this economy many customers had a hard time justifying the additional cost that were forced on them.

According to a recent New York Times post, Hastings told a friend about his ideas a couple of month ago, and his friend warned him that it was a really bad idea but Hastings ignored the feedback. When asked if they conducted any market research or focus groups on the idea, he simply “assumed” it had been conducted. The average person can clearly see through his “assumptions” that the data collected (if there were any data collected from his customer base) were skewed, and perhaps some over-confidence played a big role in this major mistake. Another possible mistake on Netflix’s part is that maybe their marketing department carried out market research projects that were biased to the pre-made decision to increase prices anyways. The result of not listening to their customers prior to making a decision caused the mass exodus followed by a severe beating on their brand in the media.

Before I continue, we need to understand the three main drivers that resulted in Netflix’s aggressive decisions:

1) Online streaming is a very competitive field. Amazon, Apple, Hulu, and all of the networks have joined in to grab a piece of that pie.

2) Expansion overseas. Netflix wants to be the first global online streaming company.

4) Redbox is kicking serious tail feathers in pay-per-day rentals and growing extremely fast in the US. These things are everywhere now!

After reviewing these reasons, you can almost justify Netflix’s decision to act as aggressively as they did, right? Well, kind of. Many large companies tend to think they have enough clout to influence their customers to stay on board with their goals. Unfortunately for large companies the average customer are not thinking about what is best of the company. Instead, they are thinking what’s going to make them happy right now at an effective price. If they are not happy with the service, they can take their money and go somewhere else. With movements like Occupy Wall Street happening all over the world and access to social media it’s evident that listening and taking into consideration the voice of your customers is more important than ever.

Now that the damage has been done, what can Netflix do? Here are a couple of recommendations that can possibly change their brand image around and start winning back some customers.

1) Conduct Voice of the Customer or customer feedback research in a non-biased environment. It’s important to get an even mix of current customers and former customers to find out what’s keeping customers so loyal while asking former customers what made them cancel.

2) Run Pricing Analysis projects and customer opinion on pricing features. If they would done some choice-based conjoint analysis projects in addition to some following up pricing questions, Netflix may have avoided losing 800,000 customers since June.

3) Set up an online panel of Netflix customers and ask them questions about new product or service ideas and their thoughts in real-time. Offer these panelists an incentive or a reason to give honest opinions that can help shape the future of the company.

4) Instead of focusing 100% on growth, focus on customer retention and increase satisfaction levels with the services Netflix provides. Everybody knows about the 80/20 rule. Based on some news outlets, Netflix is planning to slow down growth and only expand in the UK in the next year or so and scrapping their plans to expand into Asia until down the road.

5) Netflix needs to fix their brand image in the media quickly! I’ve seen new nicknames like “Quitflix,” “Cancelflix,” “Threatflix,” and “Buh-byeflix” floating around in the media. It is time to do some branding research and work on repositioning themselves back to the time where streaming Netflix was an enjoyable, convenient, and economical experience for all.

It’s going to be interesting to watch and see what Netflix will do next. Based on what’s happened here I think we can all agree a little bit of market research could have gone a long way for them.

MORE LIKE THIS

Top 8 Data Trends to Understand the Future of Data

May 30, 2024

Top 12 Interactive Presentation Software to Engage Your User

May 29, 2024

Trend Report: Guide for Market Dynamics & Strategic Analysis

Cannabis Industry Business Intelligence: Impact on Research

May 28, 2024

Other categories

• Academic Research
• Artificial Intelligence
• Assessments
• Brand Awareness
• Case Studies
• Communities
• Consumer Insights
• Customer effort score
• Customer Engagement
• Customer Experience
• Customer Loyalty
• Customer Research
• Customer Satisfaction
• Employee Benefits
• Employee Engagement
• Employee Retention
• Friday Five
• General Data Protection Regulation
• Insights Hub
• Life@QuestionPro
• Market Research
• Mobile diaries
• Mobile Surveys
• New Features
• Online Communities
• Question Types
• Questionnaire
• QuestionPro Products
• Release Notes
• Research Tools and Apps
• Revenue at Risk
• Survey Templates
• Training Tips
• Uncategorized
• Video Learning Series
• What’s Coming Up
• Workforce Intelligence

• Netflix-stock
• News for Netflix

Netflix Stock Poised for Growth: Strong Buy Rating with $700 Target amid Strategic Initiatives and Market Expansion

In a report released yesterday, Mark Mahaney from Evercore ISI maintained a Buy rating on Netflix ( NFLX – Research Report ), with a price target of $700.00 .

Mark Mahaney has given his Buy rating due to a combination of factors including detailed survey results and proprietary analysis of Netflix’s strategic initiatives. The enhanced target price of $700 reflects positive indicators such as an increase in customer satisfaction rates and a reduction in churn intent within the U.S. market. The surveys also point towards the potential for growth in average revenue per user (ARPU) due to the sunsetting of Netflix’s Basic Plan. Moreover, additional revenue streams are anticipated from promising areas such as live events and gaming. The analyst’s confidence in Netflix’s stock is bolstered by the company’s strong financial, fundamental, and competitive positioning, which is described as the most robust ever witnessed by Mahaney. Survey data reveal a substantial customer interest in live content, which could further solidify subscriber retention. Furthermore, the introduction of Subscription- and Advertising-based Video on Demand (SAVOD) is seen as a means to expand the total addressable market, with positive implications for subscriber growth and ARPU. These findings, together with the anticipation of popular original content releases like Squid Games II, underpin Mahaney’s optimistic outlook for Netflix’s stock.

In another report released on May 20, Wedbush also reiterated a Buy rating on the stock with a $725.00 price target.

Based on the recent corporate insider activity of 58 insiders, corporate insider sentiment is negative on the stock. This means that over the past quarter there has been an increase of insiders selling their shares of NFLX in relation to earlier this year.

TipRanks tracks over 100,000 company insiders, identifying the select few who excel in timing their transactions. By upgrading to TipRanks Premium, you will gain access to this exclusive data and discover crucial insights to guide your investment decisions. Begin your TipRanks Premium journey today.

Netflix (NFLX) Company Description:

Netflix, Inc. is a subscription-based streaming service through which members can view TV shows, documentaries and movies on any internet-connected device. The company also offers its DVD-by-mail service in the United States. Founded by Marc Randolph and Wilmot Reed Hastings Jr., on August 29, 1997, Netflix is headquartered in Los Gatos, CA.

Read More on NFLX:

• Why Netflix Stock (NASDAQ:NFLX) Could See Higher Highs This Year
• Sports Deals Can’t Halt Warner Bros Discovery’s (NASDAQ:WBD) Nose Dive
• Netflix Stock (NASDAQ:NFLX): The Box Office Has No Answer to Streaming
• Netflix’s (NASDAQ:NFLX) Huge New Bundle Price Revealed
• Comcast announces Xfinity StreamSaver streaming bundle

Netflix News MORE

Related stocks.

• My View My View
• Following Following
• Saved Saved

Netflix hits 40 million users for ad-supported plan

• Medium Text

Sign up here.

Reporting by Jaspreet Singh in Bengaluru; Editing by Shounak Dasgupta and Shailesh Kuber

Our Standards: The Thomson Reuters Trust Principles. New Tab , opens new tab

Technology Chevron

Amazon's twitch terminates members of safety advisory council, cnbc reports.

Amazon.com's streaming unit Twitch will end the contracts for all members of its safety advisory council on Friday, CNBC reported, citing documents and sources familiar with the situation.

Chipmaker Marvell Technology missed Wall Street expectations for first-quarter revenue on Thursday, hurt by weak client spending in its wireless carrier and enterprise markets.

We use cookies to understand how you use our site and to improve your experience. This includes personalizing content and advertising. To learn more, click here . By continuing to use our site, you accept our use of cookies, revised Privacy Policy and Terms of Service .

New to Zacks? Get started here.

Member Sign In

Don't Know Your Password?

• Zacks #1 Rank
• Zacks Industry Rank
• Zacks Sector Rank
• Equity Research
• Mutual Funds
• Mutual Fund Screener
• ETF Screener
• Earnings Calendar
• Earnings Releases
• Earnings ESP
• Earnings ESP Filter
• Stock Screener
• Premium Screens
• Basic Screens
• Research Wizard
• Personal Finance
• Money Management
• Retirement Planning
• Tax Information
• My Portfolio
• Create Portfolio
• Style Scores
• Testimonials
• Zacks.com Tutorial

Services Overview

• Zacks Ultimate
• Zacks Investor Collection
• Zacks Premium

Investor Services

• ETF Investor
• Home Run Investor
• Income Investor
• Stocks Under $10
• Value Investor
• Top 10 Stocks

Other Services

• Method for Trading
• Zacks Confidential

Trading Services

• Black Box Trader
• Counterstrike
• Headline Trader
• Insider Trader
• Large-Cap Trader
• Options Trader
• Short Sell List
• Surprise Trader
• Alternative Energy

You are being directed to ZacksTrade, a division of LBMZ Securities and licensed broker-dealer. ZacksTrade and Zacks.com are separate companies. The web link between the two companies is not a solicitation or offer to invest in a particular security or type of security. ZacksTrade does not endorse or adopt any particular investment strategy, any analyst opinion/rating/report or any approach to evaluating individual securities.

If you wish to go to ZacksTrade, click OK . If you do not, click Cancel.

Image: Bigstock

Netflix (NFLX) Gains As Market Dips: What You Should Know

In the latest trading session, Netflix ( NFLX Quick Quote NFLX - Free Report ) closed at $654.62, marking a +0.87% move from the previous day. The stock exceeded the S&P 500, which registered a loss of 0.74% for the day. Elsewhere, the Dow saw a downswing of 1.06%, while the tech-heavy Nasdaq depreciated by 0.58%.

The the stock of internet video service has risen by 17.86% in the past month, leading the Consumer Discretionary sector's gain of 0.73% and the S&P 500's gain of 4.27%.

Market participants will be closely following the financial results of Netflix in its upcoming release. The company's earnings per share (EPS) are projected to be $4.70, reflecting a 42.86% increase from the same quarter last year. Meanwhile, the Zacks Consensus Estimate for revenue is projecting net sales of $9.53 billion, up 16.36% from the year-ago period.

For the full year, the Zacks Consensus Estimates are projecting earnings of $18.31 per share and revenue of $38.7 billion, which would represent changes of +52.2% and +14.75%, respectively, from the prior year.

Additionally, investors should keep an eye on any recent revisions to analyst forecasts for Netflix. Recent revisions tend to reflect the latest near-term business trends. As a result, we can interpret positive estimate revisions as a good sign for the company's business outlook.

Research indicates that these estimate revisions are directly correlated with near-term share price momentum. We developed the Zacks Rank to capitalize on this phenomenon. Our system takes these estimate changes into account and delivers a clear, actionable rating model.

The Zacks Rank system, which varies between #1 (Strong Buy) and #5 (Strong Sell), carries an impressive track record of exceeding expectations, confirmed by external audits, with stocks at #1 delivering an average annual return of +25% since 1988. Over the last 30 days, the Zacks Consensus EPS estimate has witnessed a 1.03% increase. Right now, Netflix possesses a Zacks Rank of #1 (Strong Buy).

Valuation is also important, so investors should note that Netflix has a Forward P/E ratio of 35.44 right now. This expresses a premium compared to the average Forward P/E of 8.44 of its industry.

It's also important to note that NFLX currently trades at a PEG ratio of 1.4. The PEG ratio is similar to the widely-used P/E ratio, but this metric also takes the company's expected earnings growth rate into account. As the market closed yesterday, the Broadcast Radio and Television industry was having an average PEG ratio of 0.9.

The Broadcast Radio and Television industry is part of the Consumer Discretionary sector. This industry, currently bearing a Zacks Industry Rank of 58, finds itself in the top 24% echelons of all 250+ industries.

The Zacks Industry Rank assesses the strength of our separate industry groups by calculating the average Zacks Rank of the individual stocks contained within the groups. Our research shows that the top 50% rated industries outperform the bottom half by a factor of 2 to 1.

Make sure to utilize Zacks.com to follow all of these stock-moving metrics, and more, in the coming trading sessions.

See More Zacks Research for These Tickers

Normally $25 each - click below to receive one report free:.

Netflix, Inc. (NFLX) - free report >>

Published in

This file is used for Yahoo remarketing pixel add

Due to inactivity, you will be signed out in approximately:

Money blog: 'Stealth tax' on Britons' incomes to stay until 2028

A squeeze on people's incomes due to frozen tax thresholds will continue until 2028, with the Tories and Labour confirming they wouldn't end the "stealth tax". Read this and the rest of today's consumer and personal finance news below, and leave your thoughts in the comments box.

Thursday 30 May 2024 20:52, UK

• 'Stealth tax' on incomes to remain until 2028, Hunt says
• Energy prices 'will be high for a decade'
• Think twice before buying clothes from Zara before your holiday
• Scotland to introduce tourist taxes

Essential reads

• Savings account that could bag you a free £8,500 in five years  
• Chef at UK's best gastropub shares favourite cheap pasta recipe
• Women in Business : 'A truck unloaded a £600 car that her son bought on eBay thinking it was a toy' - the schoolgate stories that led to GoHenry
• Money Problem : 'My mortgage lender is ending my two-year fix and I haven't been in the house for two years - can they do this?'
• Best of the Money blog - an archive

Ask a question or make a comment

Energy prices are expected to rise again in the autumn and last week's announcement of a cut in the cap from July should not be taken as a "sign of stability", the head of the Energy Saving Trust has said.

"Confirmation that energy prices are coming down for the next quarter is very welcome," Mike Thornton said.

"However, no one should take this lower price cap as a sign of stability."

He added: "Forecasts show that energy prices are set to rise again this autumn and will be staying high overall for the next decade."

He urged the next UK government - to be decided in the general election on 4 July - to focus on policies that "support people to use less energy and install cost-effective energy efficiency improvements in their homes".

The cap will fall to £1,568 a year from 1 July - a drop of £122 from the previous quarter. 

McDonald's customers have taken to social media to complain about a "naughty" detail in one of its new deals. 

The fast food giant started a new mix and match deal this week - which allows shoppers to pick up three items for just £3 in store.

However, those ordering online have found the price increase to £4 for the same deal. 

Writing in the Extreme Couponing and Bargains UK group, one user shared a screenshot of her My McDoanld's app, writing: "It's gone from 3 for £3 to 3 for £4. Which is odd, or is that cause it's on the app."

Another branded the price difference "naughty". 

McDonald’s has since confirmed that this price is correct on app.

The increase is due to delivery fees charged by couriers like Uber Eats, Deliveroo and Just Eat - and is fairly standard across the industry. 

Sony Music is reportedly in talks to purchase the entirety of rock band Queen's music catalogue in a deal mooted to be worth some $1bn (around £800m). 

Bloomberg reports  the company has partnered with another anonymous investor to engage Brian May, Roger Taylor, John Deacon and the estate of Freddie Mercury over a sale that would be the largest of its kind.

Queen Productions Ltd, of which the bandmates and Mercury's estate are equal shareholders, recorded revenues of $52m in the year that ended in September 2022. 

This comes after the catalogue of Bruce Springsteen was acquired by Sony in 2021, while rival Warner Music bought David Bowie's songbook for around $250m in 2022, as industry giants battle to invest in songwriting catalogues. 

They are seen by many as attractive investments as the music can be used in future films, advertisements and on the radio - which all produce royalties for the rights owners. 

A squeeze on people's incomes due to frozen tax thresholds will continue until 2028 under Tory plans, Jeremy Hunt has confirmed.

Rishi Sunak introduced a freeze on tax-free personal allowance thresholds (the amount you can earn before you start paying tax) when he was chancellor back in 2021. In his autumn 2022 budget, Mr Hunt extended the time it would need to be in place from 2026 to 2028.

The frozen rates mean many have failed to feel the benefit of a the national insurance cut which kicked in this year.

The Office for Budget Responsibility also estimates the static rates will drag an additional four million people into paying tax by 2028 and push three million into a higher tax bracket. This is because wages will go up alongside inflation but the threshold won't. 

The policy is often referred to as a "stealth tax".

Mr Hunt told BBC Radio 4's Today programme today: "The tax rises that happened as a result of the pandemic and the energy shock, these two giant shocks, will stay for their allotted time period."

But he reiterated the Conservatives' pledge to end the freeze after 2028, saying: "I can absolutely undertake that the threshold freeze that we introduced until 2028 will not continue after that."

The Tories have said they will unfreeze the thresholds for pensioners if they win the election.

Labour has also refused to commit to unfreezing overall tax thresholds.

Sir Keir Starmer said earlier that he believed the tax burden on working people was "too high" but that his party was not going to "make commitments that we cannot afford".

"Therefore I'm very clear about the tax that will remain and will be locked and where we cannot make those commitments," he said.

What are the tax thresholds and what do they mean?

The personal tax allowance is frozen at £12,570. You don't pay income tax on anything you earn below that - anything above is taxed at the 20% base rate. At the same time, the higher rate has been frozen at £50,271 - anything above that is taxed at 40%.

Tom Selby, director of public policy at AJ Bell, said the personal allowance, if it had been inflation-linked since 2021-22, would be forecast to rise to £15,989 by 2028 - nearly £3,500 higher than the frozen threshold.

Tourists headed to Scotland for holidays will face a tourist tax for hotels, bed and breakfasts and holiday lets.

The Scottish Parliament passed the Visitor Levy (Scotland) Bill two days ago, meaning local authorities can set a charge for overnight accommodation.

According to the bill, the fee will be a percentage of the cost of a hotel or other room.

For instance, a 1% levy on a £200 booking means a visitor would pay £2 in tourist tax.

However, any charges or levies will not come into effect until spring 2026, as councils will first have to consult local businesses before carrying out an 18-month implementation period.

Those receiving disability benefits will not pay any charges, with children and young people also exempt.

Ministers will also have the power to set a cap on the number of nights where a levy would apply.

It will also be up to councils if they want to put a charge in place - but with Holyrood research suggesting 17 of Scotland's 32 councils backing the plans, it is likely some visitors will be hit by charges.

Scotland's employment and investment minister Tom Arthur said on Tuesday the charge would be a " force for good", suggesting it "has the potential to be an important tool enabling investment in the local economy, and supporting an important industry".

However, Scottish Conservatives argued there needed to be a more "robust" exemption scheme, with housing spokesman Miles Briggs saying: "Scots will be pretty unhappy when they realise that they will have to pay a 10% tax to stay in a hotel when their house is flooded."

The new law means Scotland joins Manchester, Bournemouth, Christchurch and Poole in charging tourists to stay the night.

Manchester's £1-a-night City Visitor Charge was introduced last April, and is estimated to have raised around £2.8m in its first year.

European hotspots like Barcelona and Venice have also introduced tourist taxes, with the Spanish city charging visitors €3.25 if they're staying in official accommodation.

Workers posing as Disney favourites such as Mickey Mouse, Minnie Mouse and Snow White in California have formed a union - Magic United.

There are roughly 1,700 performers and assistants who help to bring popular characters to life at Disneyland near Los Angeles.

Disney has faced allegations of not paying them a living wage, despite many facing exorbitant housing costs and commuting long distances.

Parade performers and character actors earn a base pay of $24.15 (£19) an hour, up from $20 (£15.75) before January.

Read on here... 

Nike is celebrating a partial victory over rival brand Adidas in court, as it has been permitted to put three stripes on some of its clothing designs in Germany.

The decision came during a second appeal hearing between the two sportswear brands at a regional court in Dusseldorf.

The court previously barred Nike from using two or three stripes on five trouser designs due to a lawsuit filed by Adidas in 2022, which is on a mission to protect its trademark three-stripe design.

Following the appeal, Nike can now use the stripes on four disputed trouser designs, while a ban for one is still in place.

Adidas has filed dozens of lawsuits and signed hundreds of settlement agreements related to its three-tripe design since 2008.

The Conservatives and Labour have ruled out VAT hikes if either party wins the election.

Jeremy Hunt, the chancellor, said tax rises on products and services would "hammer families' finances", while shadow chancellor Rachel Reeves said Labour did not plan to raise tax, national insurance or VAT.

The pledges come after the Institute for Fiscal Studies said the next UK government would face the toughest fiscal inheritance in 70 years.

Ms Reeves said: "I want taxes on working people to be lower, not higher."

New tax rises were restricted to those policies already announced, such as a plan to charge 20% VAT on private school fees, she said.

Writing in The Telegraph, Mr Hunt said: "We won't increase the main rate of VAT for the duration of the next Parliament."

He continued: "A VAT increase will hammer families' finances and push inflation back up."

He urged Labour leader Sir Keir Starmer to make a similar commitment "on camera".

Follow all the latest election campaign news live in the Politics Hub ...

People who bank with TSB have had trouble getting into the mobile app this morning.

Many took to social media to report difficulty logging in to their accounts.

The official X account of TSB, responding to several complaints about the app being down earlier, said: "We're aware that customers are experiencing issues with our digital services. We're sorry for any inconvenience and are working hard to resolve it."

One customer reported that the app had remained down overnight:

In an updated statement, the bank said the issue has now been resolved.

"We're sorry for any inconvenience it caused," it said.

By Daniel Binns, business reporter

Shares in Auto Trader have rocketed more than 13% to a record high this morning.

It comes after the company reported a bumper set of results for the 2023/24 financial year - including a 26% rise in group operating profits.

The online car marketplace says recent demand has been strong - and it expects its performance to continue.

Dr Martens is also up on the FTSE 250 index - despite revealing it suffered an almost 43% fall in pre-tax profits during the 12 months to March (read more below...)

Its shares climbed more than 9% at one point earlier this morning, but have since eased back to almost 6%.

The British footwear brand has said it is "confident" it can revive its fortunes and says it plans to make savings of up to £25m to turn things around.

Elsewhere, the FTSE 100 is pretty flat - it opened 0.2% down but is currently up by a tiny 0.03%.

Mining firm Anglo American is among the companies hit by falls this morning.

Its shares have dropped by just over 1% after its rival BHP Group walked away from a proposed £38.5bn takeover of the company.

On the currency markets, £1 buys $1.27 US or €1.17 (or €1.1753, to be precise).

It comes after the pound reached a 19-month high against the Euro at one point yesterday - with £1 equalling €1.1784 - before later dropping back down.

The cost of a barrel of benchmark Brent crude has dipped slightly compared to yesterday. The price is $83 (£65).

Be the first to get Breaking News

Install the Sky News app for free

Category : Gorodok factory

Subcategories.

This category has only the following subcategory.

• Gorodok pipe bridge ‎ (7 F)

Media in category "Gorodok factory"

The following 41 files are in this category, out of 41 total.

• Factories in Pavlovsky Posad
• Gorodok (Pavlovsky Posad)
• 1900s architecture in Russia
• Weaving mills in Russia
• Brick architecture in Pavlovsky Posad
• Uses of Wikidata Infobox
• Uses of Wikidata Infobox with maps
• Pages with maps

Navigation menu