Netflix brand profile Germany 2023| ��ƽ��

Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in Germany in 2023

Characteristic	Share of respondents
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Number of respondents

1,069 respondents

Age group

18 to 64 years

Special properties

respondents who use video-on-demand

Supplementary notes

During the survey, the questions were phrased as follows:

Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to video-on-demand, which of the following brands do you like?"
Brand usage: "When it comes to video-on-demand, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to video-on-demand, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "

Citation formats

How high is the brand awareness of Netflix in Germany?
When it comes to video-on-demand users, brand awareness of Netflix is at *** in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.

How popular is Netflix in Germany?
In total, *** of German video-on-demand users say they like Netflix.

What is the usage share of Netflix in Germany?
All in all, *** of video-on-demand users in Germany use Netflix.

How loyal are the users of Netflix?
Around *** of video-on-demand users in Germany say they are likely to use Netflix again.

What's the buzz around Netflix in Germany?
In May and June 2023, about *** of German video-on-demand users had heard about Netflix in the media, on social media, or in advertising over the past three months.

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