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            penetration is highest in the                       and lowest in France           
  •            of US consumers are weekly users of Netflix            of US consumers aged            use Netflix weekly
  • Netflix has            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            more likely to be high            spenders            penetration compared to            of            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