Reports Media & Marketing

Netflix User Profile Mass Market Streaming Video Users

Report by Tim Mulligan
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20,000 Foot View: Netflix is the poster child of Subscription Video On Demand (SVOD) services with a rollout in 2016 to        territories worldwide and international subscribers accounting for        of users. A 2016        billion bond issuance to fund increased content spend to        billion for 2017 underlines both the ambition and the resources being deployed by the company in its bid to grow into a mainstream international video provider. Increasingly known for its strong original drama brands, Netflix has felt comfortable both reducing its second tier back catalogue and increasing its pricing in established markets. While still a niche service everywhere, in its domestic market its        weekly active user rate is approaching mainstream. Meanwhile the over indexing of its users globally for video services illustrates how much it is now the bellwether for the global SVOD marketplace.

Key Findings

           of consumers use Netflix weekly
  • Netflix weekly user penetration is highest in the US        and lowest in France       
  •        of US consumers are weekly users of Netflix        of US consumers aged        use Netflix weekly
  • Netflix has broadly even gender distribution        are male)
  •        of Brazilian        year olds use Netflix on a weekly basis, compared to        across all countries surveyed        of Netflix users are early adopters
  • Netflix users are more likely to be high TV spenders        penetration compared to        of overall consumers)
  •        of Netflix users are messaging app users        of Netflix users also use Amazon Instant Video while        use Spotify

Companies mentioned: Amazon, Facebook, Netflix, Messenger, Snapchat, WhatsApp

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