Wireless & Mobile Landscape

A Profile of the Netflix User: More devices, OTT services… and data

Netflix subscribers are among the ultimate consumers of broadband data. According to many press reports, they regularly consume anywhere from 30 to 40 percent of the Internet’s total bandwidth – more on the day when they release a popular show.

This market study profiles the average Netflix consumer – not what they watch or when, but more who they tend to be, what device they own, and what devices they watch Netflix on. In addition, iGR has modeled how much bandwidth the average Netflix household consumes, both on wired broadband and mobile networks.


Key Questions Answered

  • What are the demographics, including age splits, number of children, household income and gender, of the average Netflix user?
  • What devices do Netflix users have?
  • How does their usage compare to the average U.S. household and non-Netflix households?
  • What devices do Netflix users stream on?
  • How much mobile bandwidth do Netflix households consume?
  • How much broadband data does the average Netflix household consume at home each month?
  • How much time does the average Netflix user spend watching the programming?

Who Should Read

  • Mobile operators
  • Device OEMs
  • Mobile infrastructure vendors
  • Mobile backhaul services and solutions providers
  • Content providers and distributors
  • Financial analysts and investors.

Table of Contents

  • Abstract
  • Executive Summary
  • Methodology
    • U.S. Consumer Survey, May 2016
    • Netflix profile
  • Introduction to Netflix
  • Netflix U.S. User Profile
    • Demographics
  • On the Go & Wireless Network Use
  • OTT Services & Devices
    • Devices Used
  • Wired Broadband & Wireless Data Plans
  • Estimating Netflix Data Usage
    • Netflix consumption on Home Broadband
    • Netflix consumption on LTE
  • Consumer Demographics
    • Demographic Profile of U.S. Consumer Respondents
  • Definitions
    • General
    • Device Types
    • Services
    • Network Technology
  • About iGR
    • Disclaimer

List of Tables

  • Table 1: Netflix Streaming Subscriber Growth, 2011-2015
  • Table 2: Netflix Users versus Non-Netflix Users, Over-the-Top Services
  • Table 3: Devices Present in Home
  • Table 4: Age of Netflix Users
  • Table 5: Employment Status of Netflix Subscribers
  • Table 6: Children in Netflix Subscribers’ Households
  • Table 7: Index of Netflix Subscriber Households by Number of Children and Age
  • Table 8: Index of Non-Netflix Subscriber Households by Number of Children and Age
  • Table 9: Household Income
  • Table 10: Household Income Distribution, Non-Netflix Users and Age
  • Table 11: Household Income Distribution, Netflix Users and Age
  • Table 12: Time Spent “On the Go”
  • Table 13: Activities while On the Go, Netflix Users
  • Table 14: Type of Wireless Network Used while On the Go
  • Table 15: At Home Use of Various Internet Activities
  • Table 16: On the Go Use of Various Internet Activities
  • Table 17: Use of Smartphone
  • Table 18: Why Use An OTT Video Service
  • Table 19: How Often OTT Video is Used, Netflix Users
  • Table 20: Devices Used to Stream Content, Netflix Users
  • Table 21: Number of Smartphones in Household
  • Table 22: Number of Laptops in Household
  • Table 23: Number of Tablets in Household
  • Table 24: Average Number of Other Devices
  • Table 25: OS of Smartphones
  • Table 26: OS of Tablets
  • Table 27: Average Wired Broadband Speed
  • Table 28: Typical Wireless Rate Plan
  • Table 29: Average Number of Lines per Wireless Rate Plan
  • Table 30: Amount of Mobile Data Used per Month
  • Table 31: Frequency of Household’s Netflix Use
  • Table 32: Average Size of Video Files
  • Table 33: iGR’s Estimate for Average Per Household Netflix Usage (GB) per Month, 2015 and 2016
  • Table 34: Distribution of Netflix HHs by Usage Category
  • Table 35: iGR’s Estimate for Households with Netflix, 2015-2016
  • Table 36: iGR’s Estimate for Households with Netflix, 2015-2016
  • Table 37: Estimate for Netflix Usage over LTE
  • Table 38: Total for Netflix Usage per Household
  • Table 39: Respondent Age
  • Table 40: Respondent Gender
  • Table 41: Respondent Ethnic Background
  • Table 42: Respondent Annual Household Income
  • Table 43: Respondent Level of Education
  • Table 44: Age of Children in Household
  • Table 45: Respondent Region
  • Table 46: Respondent Marital Status

List of Charts

  • Figure 1: Netflix Streaming Subscriber Growth, 2011-2015
  • Figure 2: Netflix Users versus Non-Netflix Users
  • Figure 3: Devices Present in Home
  • Figure 4: Age of Netflix Users
  • Figure 5: Employment Status of Netflix Subscribers
  • Figure 6: Children in Netflix Subscribers’ Households
  • Figure 7: Household Income
  • Figure 8: Time Spent “On the Go”
  • Figure 9: Activities while On the Go, Netflix Users
  • Figure 10: Type of Network Used while On the Go
  • Figure 11: At Home Use of Various Internet Activities
  • Figure 12: On the Go Use of Various Internet Activities
  • Figure 13: Use of Smartphone
  • Figure 14: Why Use An OTT Video Service
  • Figure 15: How Often Netflix Users Stream Video
  • Figure 16: Devices Used to Stream Content, Netflix Users
  • Figure 17: Number of Smartphones in Household
  • Figure 18: Number of Laptops in Household
  • Figure 19: Number of Tablets in Household
  • Figure 20: OS of Smartphones
  • Figure 21: OS of Tablets
  • Figure 22: Average Wired Broadband Speed
  • Figure 23: Typical Wireless Rate Plan
  • Figure 24: Average Number of Lines per Wireless Rate Plan
  • Figure 25: Amount of Mobile Data Used per Month
  • Figure 26: Frequency of Household’s Netflix Use
  • Figure 27: Percentage Distribution of Netflix HHs by Usage Category
  • Figure 28: Respondent Age
  • Figure 29: Respondent Gender
  • Figure 30: Respondent Ethnic Background
  • Figure 31: Respondent Annual Household Income
  • Figure 32: Respondent Level of Education
  • Figure 33: Age of Children in Household
  • Figure 34: Respondent Region
  • Figure 35: Respondent Marital Status

For additional information on the A Profile of the Netflix User: More devices, OTT services… and data market study, please contact Iain Gillott at (512) 263-5682 or by email.