Netflix brand profile U.S. 2025| ��ƽ��

Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2025

Characteristic	Share of respondents
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Number of respondents

1,123 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 the United States?
When it comes to video-on-demand users, brand awareness of Netflix is at **% in the United States. 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 the United States?
In total, **% of U.S. video-on-demand users say they like Netflix.

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

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

What's the buzz around Netflix in the United States?
In April 2025, about **% of U.S. video-on-demand users had heard about Netflix in the media, on social media, or in advertising over the past four weeks.

Find more relevant information on Netflix as a VoD brand on our in depth Netflix brand profile in the U.S. page, additionally providing you with a brand profile breakdown by generations, as well as a look at the most important life aspects of the brand's customers.