Netflix Subscriber Data Reveals 70% of Global Streaming Ends Up on TVs, 10% on Phones

Thursday March 8, 2018 7:53 AM PST by Mitchel Broussard

Netflix this week gave a briefing to a group of reporters in its Los Gatos, California company headquarters, revealing data about its subscribers' device streaming habits and how these habits might change over the course of a few months (via Recode). While the information isn't particularly shocking, it is one of the rare times that Netflix has provided data and opened up about the streaming habits of its users.


In terms of global Netflix user signups, 40 percent of signups happen on a Mac or PC, but after six months those users have dwindled down to just 15 percent still watching Netflix on their computer. Over time, users understandably migrate to larger screens, with 70 percent of total global Netflix streams ending up on television sets six months after first signing up.

Under TVs and computers, smartphones represent 10 percent of Netflix streaming six months after signing up, followed by tablets at just 5 percent.

Netflix graphs via Recode

While there are some exceptions, this largely stays true across various countries around the globe. In Italy, for example, 36 percent of users are signing up for Netflix on their computer and 54 percent are spending most of their viewing hours on a TV set. Thailand users are predominantly signing up on their smartphones, but viewing habits are nearly equal between TV (35 percent) and computers (29 percent).


The favoritism for TV continues when broken down by genres, although there are slight variations in percentages where device preference varies from genre to genre. Kids shows, for example, are the least popular on computers and the most popular on TVs, while also favoring handheld devices like iPhones and iPads. Dramas have popularity on iPhones and other handheld products, while Documentaries are the third most popular genre to stream on a TV, behind Kids and Family.


CNET had a few additional tidbits of information, stating that about 25 percent of Netflix's total global streaming for any given day happens on mobile networks, as users watch shows or movies on the go. Users also tend to watch movies more often on weekend evenings, while gravitating towards shorter TV show episodes during the hours of the day.

Earlier this week, Netflix said that it will soon add expanded parental controls across devices in the coming months, including the ability for parents to add a PIN lock to individual TV shows and movies. Ratings will also be more prominently displayed across Netflix apps and when content begins playing, so parents are more aware if shows and films are appropriate for their children.

As soon as April, Netflix will be rolling out vertical video clips that provide 30-second snippets of the service's most popular content as a way to provide users with a quick glimpse into what the shows and movies are about.

Tag: Netflix

Top Rated Comments

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27 months ago
I just can’t understand why anybody want to stream a movie on their phone versus an iPad or TV. I’m sure there are some, but I just can’t watch a movie or TV show on my iPhone with a display that small.
Score: 12 Votes (Like | Disagree)
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27 months ago

With a TV you're trapped in the same room sitting on the same couch.

Oh, the horror.
Score: 9 Votes (Like | Disagree)
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27 months ago

More importantly - 85% of video is watched on devices in landscape mode! People, stop shooting videos in portrait mode!!
[doublepost=1520529888][/doublepost]
I download movies for offline viewing onto my iphone plus for watching on an airplane. Even though most likely the screen in the seat is larger, the options they have available are total crap.

Also on the subway. I think people forget that everyone's needs/uses are different.
Score: 4 Votes (Like | Disagree)
Avatar
27 months ago
What's a TV?

- iPad loving Millennial Scout from the :apple: commercial.
Score: 3 Votes (Like | Disagree)
Avatar
27 months ago
After watching a few videos and movies on a plus sized iPhone, I've never used the 55" TV ever again. The regular sized iPhone screen is too small, the plus size is perfect. I even tried watching movies on an iPad. Inferior viewing experience for me because it's so unweildy and heavy. With a TV you're trapped in the same room sitting on the same couch. With an iPhone plus you can lie down anywhere.
The iPhone plus screen is relatively small compared to a TV, but the TV is much farther away. If you measure the viewing angle from side to side while holding an iPhone plus compared to a medium sized TV on the far wall, the relative screen sizes are almost the same (because the iPhone is so much closer). Also no TV will ever be as sharp as an iPhone plus.
Score: 3 Votes (Like | Disagree)
Avatar
27 months ago
Not surprising. Who wants to sit and watch a 1+ hour TV show on their little phone screen when you can buy a cheap device to stream it to your TV instead.
Score: 3 Votes (Like | Disagree)

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