Netflix: usage plummets in the United States

In the United States, between 2019 and 2022, Netflix lost more than a quarter of young female mobile viewers aged 18-24.

Netflix has announced a partnership with Microsoft to offer an ad-supported subscription plan for the first time. According to a study, this new formula could serve as a springboard for the disappointing figures recorded by the streaming giant. On the other hand, these new data also reveal that it is young women who contribute the most to the success, and therefore, to the decline of the platform.

According to the results of the last quarter of 2022, Netflix recorded a 1.3% drop in the number of users of its smartphone application compared to the same quarter of last year. On the other hand, the platform has improved in terms of minutes spent watching on its service.

Loss of subscribers and minutes spent on the app

According to a survey conducted by Global Wireless Solutions (GWS) with 200,000 US adult users, Netflix lost 26% of Gen Z users on its mobile app between 2019 and 2022 in the United States. Generation Z refers to anyone born after 1995.

Another observation is that mobile users are not content to leave Netflix, they also use the application less. “Even among users who do not leave Netflix, the number of minutes spent on the mobile application fell in all age groups”, indicates GWS. In figures, the minutes spent on the app have decreased by 25% on average among subscribers of all ages. Specifically, online time is down 39% among women aged 18-34 and 33% among men aged 25-34. The largest group of Netflix mobile app subscribers, women aged 25 to 34, has fallen more than 10% since 2019, with a 2% drop this quarter from a year ago.

Saved by advertising?

Furthermore, the survey clarifies that while the number of users choosing ad-supported subscription streaming services had remained stable since 2019, the number of minutes watched on these platforms has increased steadily since the last quarter of 2022. We are talking here about a 6% increase compared to the same period in 2021. Which would show a potential appetite for Netflix financed by advertising. “No one likes watching ads, but the potential is clearly there for service providers if the price is right”remarks GWS.

So, while the platform recently announced that it would offer consumers an ad-supported subscription at cheaper rates, “GWS data shows that this plan is justified”the statement said.