Reports Media & Marketing

Netflix User Profile Mass Market Streaming Video Users

Report by Tim Mulligan

23 Nov 2016

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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 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 of US consumers aged use Netflix weekly

Netflix has broadly even gender distribution are of Brazilian year olds use Netflix on a weekly basis, compared to across all countries of Netflix users are early adopters

Netflix users are more likely to be high TV spenders penetration compared to of overall of Netflix users are messaging app of Netflix users also use Amazon Instant Video while use Spotify

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

Netflix User Profile Mass Market Streaming Video Users

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