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


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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15 weeks 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.
Rating: 12 Votes
15 weeks ago

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


Oh, the horror.
Rating: 9 Votes
15 weeks 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.
Rating: 4 Votes
15 weeks 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.
Rating: 3 Votes
15 weeks 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.
Rating: 3 Votes
15 weeks ago
What's a TV?

- iPad loving Millennial Scout from the :apple: commercial.
Rating: 3 Votes
15 weeks ago

More importantly - 85% of video is watched on devices in landscape mode! People, stop shooting videos in portrait mode!!


Or since people obviously can't learn this lesson after many years now, how about the phone makers sense the orientation of the phone and shoot in landscape either way? The camera sensors are well beyond 4K resolution in both dimensions. Maybe this "fix" should lie with the device makers?

If that's too complicated, how about a video prompt screen encouraging users to rotate their devices so they end up with a landscape video instead of the thin vertical kind. Remind people a few times and many will learn the right way to use their devices for (better) video results.
Rating: 2 Votes
15 weeks ago

A lot of people surf the internet (or do work-related tasks) all day on the iPhone X.


This part of your post actually has nothing to do with what I posted prior, as I stated I can’t understand why anybody would want to stream a movie on their iPhone versus an iPad or TV. I didn’t specifically say anything about other iPhone consumers surfing the Internet or conducting work related tasks, as those are two different entities.

I don't see the big deal with watching a movie or t.v. intermittently on a smaller device that one is already accustomed to.


Correct, It’s not a big deal, I interjected that I personally don’t understand why anybody would want to Watch a movie on their iPhone. As I mentioned, I know there are some that do and they have their own reasons, but I personally cannot watch a movie or TV show for an extended period of on a time on an iPhone display. I can understand videos from YouTube, or shorter sequences of something related, but nothing extended into the sense of a two hour movie. It really is a to each their own situation.
Rating: 2 Votes
15 weeks ago
The ergonomics of the TV are much better.

TV is much, much easier on your eyes as they don't have to focus close. Plus, you don't have to hold the device the entire time, or look down (hard on your neck/back).

Mobile is well suited when on the go, though (daily commute, travelling).
Rating: 2 Votes
15 weeks ago
More importantly - 85% of video is watched on devices in landscape mode! People, stop shooting videos in portrait mode!!
[doublepost=1520529888][/doublepost]

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.

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.
Rating: 2 Votes

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