There are no two ways about it: Netflix is absolutely dominating the streaming video market. At the end of 2019, Netflix added 8.8 million new subscribers, over 8 million of which came from outside the US. For perspective, Netflix competitor Hulu ended 2019 with over 30 million subscribers. While researching the use of VPNs to unblock Netflix access for travelers and those stuck inside for a while we struggled to find a really comprehensive source of Netflix statistics, facts and figures so decided to compile our own.
Netflix is a fairly multi-faceted company. With so much attention pouring its way, industry observers have been collecting reams of data on the company for over a decade now. Most Netflix facts and stats focus heavily on the company’s growth numbers and market value, but there’s much more to the streaming service than that. And not all of it paints a rosy picture for the company.
What numbers matter most for the streaming giant? Here are 60+ Netflix stats and facts that reveal just how big Netflix has become.
1. Despite more competition, Netflix still has the largest subscriber count in 2020
While the #2 streaming service Amazon Prime may be able to boast about its equally large subscriber base (estimated at 150 million at the end of 2019), it still pales in comparison to the 183 million subscribers now turning to Netflix worldwide.
2. 60 million US adults have a Netflix subscription
Although Netflix now combines the US and Canada into its regional subscriber count totals, the US has an estimated 60 million Netflix subscribers as of 2020. When one takes into account the number of US adults over 18 (209 million), that comes down to an estimated 28% of US adults currently subscribing to Netflix.
3. 41% of Netflix users are watching without paying, thanks to password and account sharing
According to KillTheCableBill, the majority of Netflix subscribers now share their account details with others. Friends account for almost 20% of sharing, while family members make up the bulk of the rest.
This backs up a 2019 MoffetNathonson survey that found that 41% of Netflix users aren’t paying for their own account. According to the survey, 27% watched using the paid subscription of someone in their household, while 14% used a password shared with them from a friend or family member from outside their home. Given the amount of time we all spent at home in 2020, it isn’t particularly surprising that this number has risen.
4. The company is older than most users realize
Media attention on Netflix has taken off in the past decade, but the streaming service was under the radar for years before that. The following stats chart the company’s most notable milestones as it grew from a small DVD service to a streaming media giant. Netflix was founded in 1997. The company’s site launched a year later.
5. Netflix dominates despite struggling in its early years
Initially, Netflix only received $2 million in venture capital funding during its Series A funding round from Reed Hastings. Just three years later, during its Series E funding round, it only raised $50 million with 3 backers.
6. Netflix was incorporating more technology than its competitors much earlier on
The company began offering a subscription-based DVD-by-mail service in 1999. In 2000, Netflix began using a combination of collected big data and analytics tools to recommend videos for users to rent.
After reaching 4 million subscribers in 2004, and realizing the potential higher-bandwidth internet could provide, Netflix launched online video streaming in 2007 alongside its dominant DVD-by-mail option.
7. Netflix was one of the first streaming services available as an app on different devices
Netflix moved beyond web browsers in 2008, partnering with companies to stream on Xbox 360, Blu-ray disc players, and TV set-top boxes. In 2009, Netflix landed on the PS3 and smart TVs. By 2010, Netflix rounded the bases for streaming devices, launching on Apple’s iPad, iPhone, iPod Touch, Nintendo Wii and more.
8. Netflix was the first true international streaming service of its kind
Netflix officially branched out to international markets in 2010 with its Canadian launch. 2011 marked a major year for Netflix as the streaming service dove further into the international market, launching in Latin America and the Caribbean. Netflix finally migrated to Europe in 2012, officially becoming available in the UK, Ireland and Nordic countries.
Netflix continued its march across the globe in 2015, finally launching its service in Australia, New Zealand, Japan, and other locations. As of 2016, Netflix has been available worldwide except for a select few countries.
9. The company is responsible for the on-going streaming wars
In 2013, Netflix launched its first three big-budget original series, House of Cards, Hemlock Grove, and Orange Is the New Black. The streaming service pulled in 31 primetime Emmy nominations for its original shows.
10. Its popularity caused major ISPs to throttle Netflix streaming
In 2014, after loads of complaints from customers, Comcast and Netflix reached a “mutually beneficial” agreement to help stop throttling issues. Reports state that Netflix paid Comcast to end the dispute.
11. Netflix set the stage for an aggressive fight against region-hopping through VPNs and other proxies
Even as Netflix was available worldwide, the company began to aggressively crackdown on region hoppers. On February 29, 2016, reports began rolling in that the streaming service was blocking virtual private networks (VPNs) and other proxy services.
However, in 2020, things changed. Now, if Netflix detects that a user is connected to a VPN, they are only shown titles that they would normally be able to watch. Of course, there are still a few VPNs capable of evading Netflix’s detection.
12. Netflix toppled HBO’s long-running Emmy nomination streak
In 2017, Netflix won its first Oscar. The service’s original content The White Helmets won in the Best Documentary Short Subject category.
As of 2018, Netflix officially beat HBO’s 17-year-long run in Emmy nominations. The streaming service received 112 Emmy nominations in 2017, up starkly from the 90 it received in 2017. As of 2020, Netflix has received 225 Emmy nominations, with 43 awards won.
13. The company’s Academy Awards (Oscars) showing is also top-level
In 2017, Netflix won its first Oscar. The service’s original content The White Helmets won in the Best Documentary Short Subject category. In 2020, Netflix lead the pack with 24 Oscar nominations, although it only walked away with 2 victories.
14. Netflix houses massive amounts of server space to feed our streaming habits
In 2013 Netflix required massive amounts of fast storage and fast networking for streaming. At that time, it had 100 to 150 terabytes per server, which has undoubtedly grown massively since then. Netflix CEO Reed Hastings stated in 2015 that users had streamed 42.5 billion hours of video through the service.
15. Netflix users watch and use a lot of streaming data
As of 2020, Netflix users watched an average of 3.2 hours of video per day through the service — that’s 6 billion collective hours per month! If we assume that each hour of streaming uses 3GB of data, this means we’re each using around 288 GB per month on Netflix alone. Of course, this assumes you’re watching HD video; if you prefer to stream in 4K, your data usage will likely be significantly higher.
In a letter to shareholders, Netflix revealed that it had gained an additional 15.77 million subscribers in the first quarter of 2020 alone as billions of people around the world were forced into quarantine and social distancing.
A key fact: Netflix was forced to reduce streaming quality in several countries to help reduce strain on overtaxed bandwidth.
Meanwhile, Google searches for Netflix surged in March 2020 as more people were forced into quarantine. By March 722, Google searches for « Netflix » surged to its highest point in 12 months when compared to Disney+ and Amazon Prime Video.
17. Netflix users spent a combined 140 million hours per day watching content in 2017
According to a report from the company in 2017, Netflix viewers across all of its available countries watched around 140 million hours per day of content. Netflix has not released similar numbers since 2017 but has started releasing total viewing stats for select original content.
18. Over 40% of the Netflix subscriber base is in the US and Canada
While Netflix is available in almost every country in the world, its home base is still its most important one. Of the 160+ million Netflix subscribers, over 67 million are in the United States and Canada, with the US leading the pack.
As of December 2019, the largest Netflix subscriber regions include:
- US and Canada (UCAN): 67 million
- Europe, Middle East, and Africa (UMEA): 47 million
- Latin America (LATAM): 29 million
- Asia-Pacific (APAC): 14 million
19. Netflix is one of the largest Amazon Web Services users and could be spending around $9.6 million per month for AWS
According to Intricately, which offers a tool that monitors cloud data usage, Amazon is likely spending $9.6 million per month on AWS. Netflix has not been shy about informing the public about its usage of Amazon Web Services. The streaming giant fully migrated its content over to Amazon Web Services in 2016, a project that took 7 years to complete.
20. Netflix spent $1.5 billion on research and development in 2019
The streaming giant spends a massive amount of money on « research and development ». In 2019, the company spent over $1.5 billion in this category, constituting a 26% increase over its 2018 R&D spending. By comparison, Netflix spent $852 million on R&D in 2016.
21. Netflix reported over $20.15 billion in revenue in 2019
The streaming giant continues to earn big each year. Benefiting from larger subscriber growth as well as price increases, Netflix reported over $20.15 billion in revenue for 2019. The company’s annual revenue was $8.83 billion just four years ago in 2016, marking a 127% increase from 2016 to 2019.
Perhaps more impressively, Netflix’s revenue growth is up 1579% since 2007, the year the company introduced its digital on-demand streaming option alongside its DVD-by-mail service.
22. Netflix earned over $297 million in 2019 from its DVD rental service
Although the company began as a DVD-by-mail rental service, it’s significantly scaled back that aspect after introducing the digital on-demand streaming option in 2007. Nonetheless, Netflix is still earning a healthy profit (but diminishing) profit from DVD sales. As of 2019, the company earned $297 million from DVD sales, with over 2.1 million customers still signed up solely for the DVD service.
However, the company’s DVD revenue and membership have been on the decline for years as more customers switch to on-demand. In 2017, the company made around $450 million in revenue from its DVD rental service, which indicates a 34 percent decrease in DVD rental revenue from 2017 to 2019.
23. Netflix subscribers sign up because it’s still a great deal for the price
A 2016 study found that 58% of Netflix subscribers choose the service because of its cost-effectiveness. Nearly the same number subscribed to get access to the service’s growing library of original content.
24. Prior to the release of Disney+, Netflix paid $300 million to stream Disney’s content
A key draw for Netflix users, before Disney+ launched, was its exclusive access to Disney’s animated films and other content. Netflix paid $300 million to stream Disney content. Disney, in turn, likely used some of that revenue to build its own service. Notably, although Disney is now operating a competition on-demand service, Netflix still maintains rights to some of Disney’s most popular content for several more years.
Between March 4 and March 16, Netflix’s stock dropped over 22%, from 383.79 per share to 298.84 per share. However, the stock price had jumped back up to 375.50 by March 31, recovering the vast majority of what it had lost. During that same March 4 through March 31 time period, the entire NASDAQ index had recovered just over 17% of the value lost.
The vast difference in Netflix’s recovery compared to the NASDAQ average represents the distinct importance of Netflix as hundreds of millions of individuals worldwide found themselves at home in quarantine.
Two-thirds of all Netflix users now share their accounts with others. On average, there were 2.5 viewers for every Netflix account. While the service allows up to five profiles per account, you’re technically only allowed to share your login details with people in the same household. In fact, Greg Peters, Netflix’s Chief Product Officer recently announced that the service was “Looking at consumer-friendly ways to push back at the edges of password-sharing.”
27. Netflix spends most of the money it earns, resulting in negative free cash flow
Although the company earns billions each year, its net income is small as most of that money goes right back out the door. Netflix had a negative free cash flow of $3.3 billion in 2019.
The company’s 2017 free cash flow was negative $2.0 billion.
The majority of the company’s negative free cash flow is in spending on new original content, which it hopes to make up for in new subscriptions.
28. Netflix is still outspending its competition on original content
If there are two words one could use to best define the streaming wars, it’s these: « Original content ». And no service is spending as much on content (and especially original content) as Netflix is.
The service spent almost $14 billion on « additions to streaming content assets » in 2019. This marks a 42% increase over its 2017 spending, but only a 7% increase over 2018 spending.
29. Debtflix: Netflix carried over $12 billion in debt in 2019
Netflix carries a large amount of debt that it’s still paying off. The company reportedly held $12.43 billion in debt in 2019, while it held over $10 billion in 2018. This may sound like a bad thing, but at least one industry observer notes that Netflix is doing just fine financing its growth with debt.
30. Netflix is worth over $162 billion as of April 2020
The company has seen its value grow rapidly over the years. As of April 2020, Netflix had a market cap of over $162 billion. By comparison, the entire Disney corporation was worth $175 during the same time period, revealing that Netflix, as a whole, is worth more than Disney+.
31. Ireland has the largest Netflix library in 2020
Although Netflix content libraries shift in size almost daily, some countries regularly maintain larger library sizes than others. Despite what might be common wisdom, the US does not have the largest library of Netflix content. In fact, that honor goes to Ireland, which had over 5,500 titles as of April 2020.
32. Switzerland’s Netflix library is the least cost-effective for subscribers, while Brazil offers the best deal
Differences in library sizes result in Netflix subscribers paying vastly different amounts on a per-title basis. Netflix subscribers in Switzerland on a Standard subscription pay $0.00214 per title, with a library size that barely cracks 4,000 titles. That’s 300% more than Netflix subscribers in Brazil pay, where the cost per title is just $0.0007.
33. The service employs around 8,600 workers
As of January 1, 2020, Netflix employed roughly 8,600 people. By comparison, the company had slightly fewer than 1,000 employees at the end of 2005, marking a 773% increase in its payroll over the past 15 years. Between 2018 and 2019, Netflix added 1,800 employees — the largest number of new employees brought in by the company over the course of 12 months in its history.
34. Nearly two-thirds of US households now have Netflix
According to Leichtman Research Group, 62% of American households now have a Netflix account. In 2010, just 16% of households had a Netflix account. Netflix continues to be the single most ubiquitous streaming service in the US and abroad.
35. Over 8 out of 10 Netflix users stream the service on a TV
Leichtman Research Group finds that 85% of Netflix users stream the service on a TV, indicating that most users have either a TV-connected streaming device like a Roku or Amazon Fire TV, or a smart TV (or both).
36. Netflix has over 13,900 titles, but its total library size is getting smaller as it focuses on developing original content
Data from uNoGS indicates that Netflix had at least 13,941 titles across all its international libraries as of April 2020. However, the company’s libraries offered around 15,400 titles in January 2018. This large drop in titles reflects the company’s continued shift spending most of its content budget on original content.
37. Netflix has produced over 1,500 original titles since it began producing original content in 2013
The company produces two kinds of original content — TV shows and movies that it pays for and develops in-house, and TV shows and movies that it acquires that acquires the exclusive rights to broadcast. Netflix tends to put the term « Netflix Original » on both, adding notable difficulty to pin down the exact number of TV shows and movies that it’s actually produced in-house.
The company’s first true original show was award-winning House of Cards.
38. TV shows accounted for 82% of Netflix’s top-rated original content in 2019.
Netflix pours massive amounts of money into the number and quality of its serials, and it shows in the numbers. While the service had 35 original titles earn a « Certified Fresh » score on Rotten Tomatoes in 2019, 82% (29) of those were serials. Only 9 of the licensed programs it released in 2019 were « Certified Fresh ».
39. Netflix’s personalized recommendation engine could be worth $1 billion per year (or more)
According to Business Insider Australia, Netflix believes its personalized recommendation engine is worth big bucks; roughly $1 billion per year, in fact.
40. Around 80% of Netflix users take the streaming service’s title recommendations offered by its algorithm
While users quite often land on the most popular shows, the vast majority of Netflix users also click to watch the recommended shows from the Netflix recommendation algorithm. 80% of Netflix views were from the service’s recommendations.
41. ‘The Office’ is still the top-watched licensed show on Netflix as of 2020
Although The Office is slated to leave Netflix at the end of 2020, fans can still let the good times roll for a little bit longer — and indeed, they are. According to Nielsen, The Office was the top-watched licensed show on Netflix as of March 2020.
42. 34 million viewers tuned in to watch ‘Tiger King’ in its first 10 days
Netflix’s murder documentary Tiger King: Murder, Mayhem, and Madness notched up 34 million viewers within the first 10 days. As with many things these days, its fast rise in popularity was spurred on by social media, and in particular, an explosion of memes that help drive interest in the show.
43. Netflix has received over 430 award nominations and over 70 awards for its original content
The company’s original content strategy is about more than just volume. The company is actively pursuing awards as part of its Netflix’s original programming has received over 430 award nominations and 72 awards given. House of Cards holds 29 of those awards.
44. Netflix is willing to spend $20 million per hour of original content
The company is in the streaming wars to win it, and it’s putting its money where its digital mouth is. According to Netflix CFO David Wells, the company is not opposed to spending $20 million per hour of original content.
45. Netflix’s show ‘The Crown’ cost $10 million per episode
A drama based on the British royalty, the Netflix original series The Crown cost an estimated $10 million per episode. The sci-fi hit Stranger Things was a runner up with an estimated $8 million per episode.
46. Netflix is paying comedians tens of millions of dollars to produce stand-up performances
Netflix is also spending big on individual comedians, especially if they’re well known and can draw in subscribers. The company paid Chris Rock $40 million to produce two comedy specials and paid Dave Chapelle $60 million for a 3-part stand-up special.
47. Netflix data shows ISP speeds are getting better year-over-year, but smaller ISPs are offering the best speeds
Through its ISP Speed Index, Netflix regularly tracks and publishes primetime streaming speeds from all major ISPs in most countries it serves. While the index doesn’t (and can’t) provide the total speed an ISP can offer, it does give a reasonable snapshot of an ISP’s capabilities.
In the U.S., Texas-based GVTC Fiber had the fastest recorded speed as of February 2020, with an average 5.12 Mbps. It was followed closely by Hotwire, which delivered 5.09 Mbps. For its part, Hotwire held the top spot for every month in 2019-early 2020.
Among national ISPs in the US, Verizon FiOS was the speediest with an average 4.73 Mbps, followed by Cox, which delivered an average 4.66 Mbps in February 2020.
Netflix recommends a minimum of 5 Mbps for HD-quality streaming, meaning a large percentage of subscribers are streaming in SD quality or less. Very few are streaming in Ultra HD, which Netflix suggests requires 25 Mbps down in available bandwidth.
48. Netflix offers content in over 20 languages
Netflix offers its offer content in over 20 languages. In 2017, the company attempted to massively outsource its translation needs to thousands of individual translators worldwide. That effort lasted just one year. The company shut down its HERMES operation just a year later due to the complexity of onboarding and managing so many translators. Instead, the company outsources the work to a few dozen translation and localization services.
49. Netflix accounts for 19% of all worldwide online video subscriptions
According to the MPAA’s 2019 Theme Report, there were 863.9 million online video subscriptions as of the end of 2019. Based on its current worldwide subscription numbers (167 million), that means Netflix commands 19% of the global digital streaming market.
The global streaming market is rising faster than Netflix’s subscriber base, meaning its year-over-year market share is slowly declining as more competition comes online.
50. Because most people subscribe to multiple services, around 44% of streaming service users subscribe to Netflix
Although around 19% of streaming service subscriptions go to Netflix, most subscribers have a Netflix subscription. According to eMarketer, 44% of individuals worldwide who have one or more subscription services also subscribe to Netflix.
51. Millennials watch more TV on-demand through Netflix than they do on live TV
Some sources show Millennials love Netflix, with 89 percent using on-demand services like Netflix to watch most of their TV, while 59 million people watch live TV. That amounts to 9% more Millennials opting for Netflix (and likely other on-demand options) over live TV.
52. Netflix single-handedly accounts for 12.6% of all downstream internet traffic worldwide
In its most recent Global Internet Phenomena Report, Sandvine notes that Netflix accounted for 12.6 percent of all global downstream traffic volume in the first half of 2019.
53. Netflix accounts for over 26% of downstream traffic in EMEA countries
While the average downstream percent worldwide is around 12%, there are significant regional variances. In the EMEA region, Netflix streaming accounts for 26.09% of all downstream traffic.
54. All Netflix subscribers have at least 6 shows they watch in common
According to Netflix, all of its customers have at least 6 shows or movies they watch in common. The service sees this as an interesting, unifying factor among its wide customer base.
Netflix 2020 and beyond
All signs continue to point toward a bright future for Netflix, but 2020 and beyond could result in some decline for the company. While the service continues to add customers in all markets, its market growth in the U.S. is likely to start leveling off in the U.S. as the company maximizes its potential in its home base.
And while the company still dominates in most markets where its available, increasing pressure from newer services means it will need to keep up its currently effective spending to stay ahead. However, the company cannot operate at a loss indefinitely. Eventually, it will need to turn a profit, which may mean stabilizing, and not continually increasing, its content spending budget. Still, with a lot of room to grow outside of the U.S., Netflix is still a good bet in 2020 and onward.
- Netflix Statistics
- 1. Despite more competition, Netflix still has the largest subscriber count in 2020
- 2. 60 million US adults have a Netflix subscription
- 3. 41% of Netflix users are watching without paying, thanks to password and account sharing
- 4. The company is older than most users realize
- 5. Netflix dominates despite struggling in its early years
- 6. Netflix was incorporating more technology than its competitors much earlier on
- 7. Netflix was one of the first streaming services available as an app on different devices
- 8. Netflix was the first true international streaming service of its kind
- 9. The company is responsible for the on-going streaming wars
- 10. Its popularity caused major ISPs to throttle Netflix streaming
- 11. Netflix set the stage for an aggressive fight against region-hopping through VPNs and other proxies
- 12. Netflix toppled HBO’s long-running Emmy nomination streak
- 13. The company’s Academy Awards (Oscars) showing is also top-level
- 14. Netflix houses massive amounts of server space to feed our streaming habits
- 15. Netflix users watch and use a lot of streaming data
- 16. The 2020 Coronavirus pandemic caused an unprecedented amount of Netflix streaming
- 17. Netflix users spent a combined 140 million hours per day watching content in 2017
- 18. Over 40% of the Netflix subscriber base is in the US and Canada
- 19. Netflix is one of the largest Amazon Web Services users and could be spending around $9.6 million per month for AWS
- 20. Netflix spent $1.5 billion on research and development in 2019
- 21. Netflix reported over $20.15 billion in revenue in 2019
- 22. Netflix earned over $297 million in 2019 from its DVD rental service
- 23. Netflix subscribers sign up because it’s still a great deal for the price
- 24. Prior to the release of Disney+, Netflix paid $300 million to stream Disney’s content
- 25. Netflix took a huge hit in the wake of the coronavirus pandemic but recovered faster than most other media companies
- 26. Over 66 percent of Netflix users share their accounts and passwords
- 27. Netflix spends most of the money it earns, resulting in negative free cash flow
- 28. Netflix is still outspending its competition on original content
- 29. Debtflix: Netflix carried over $12 billion in debt in 2019
- 30. Netflix is worth over $162 billion as of April 2020
- 31. Ireland has the largest Netflix library in 2020
- 32. Switzerland’s Netflix library is the least cost-effective for subscribers, while Brazil offers the best deal
- 33. The service employs around 8,600 workers
- 34. Nearly two-thirds of US households now have Netflix
- 35. Over 8 out of 10 Netflix users stream the service on a TV
- 36. Netflix has over 13,900 titles, but its total library size is getting smaller as it focuses on developing original content
- 37. Netflix has produced over 1,500 original titles since it began producing original content in 2013
- 38. TV shows accounted for 82% of Netflix’s top-rated original content in 2019.
- 39. Netflix’s personalized recommendation engine could be worth $1 billion per year (or more)
- 40. Around 80% of Netflix users take the streaming service’s title recommendations offered by its algorithm
- 41. ‘The Office’ is still the top-watched licensed show on Netflix as of 2020
- 42. 34 million viewers tuned in to watch ‘Tiger King’ in its first 10 days
- 43. Netflix has received over 430 award nominations and over 70 awards for its original content
- 44. Netflix is willing to spend $20 million per hour of original content
- 45. Netflix’s show ‘The Crown’ cost $10 million per episode
- 46. Netflix is paying comedians tens of millions of dollars to produce stand-up performances
- 47. Netflix data shows ISP speeds are getting better year-over-year, but smaller ISPs are offering the best speeds
- 48. Netflix offers content in over 20 languages
- 49. Netflix accounts for 19% of all worldwide online video subscriptions
- 50. Because most people subscribe to multiple services, around 44% of streaming service users subscribe to Netflix
- 51. Millennials watch more TV on-demand through Netflix than they do on live TV
- 52. Netflix single-handedly accounts for 12.6% of all downstream internet traffic worldwide
- 53. Netflix accounts for over 26% of downstream traffic in EMEA countries
- 54. All Netflix subscribers have at least 6 shows they watch in common
- Netflix 2020 and beyond