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 XXX territories worldwide and international subscribers accounting for XXX of users. A 2016 XXX billion bond issuance to fund increased content spend to XXX 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 XXX 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 XXX of consumers use Netflix weekly

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

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