Netflix User Profile Mass Market Streaming Video Users

Tim Mulligan

November 2016

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.

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

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