| Category | |
|---|---|
| Awareness | 96.0% |
| Popularity | 65.0% |
| Usage | 61.0% |
| Loyalty | 56.0% |
| Buzz | 44.0% |
Video-on-Demand brands
Netflix brand profile in the U.S.
With an outstanding brand awareness of 96 percent among Video-on-Demand (VoD) users in the U.S., Netflix sets the bar high. Among Baby Boomer VoD users, the Los Angeles-based media company even reaches a brand recognition close to 100 percent. Since its inception in 1997 as a DVD by mail service, the streaming service has evolved into a global VoD platform, with over 200 million Netflix subscribers worldwide.
For data on the Netflix company, visit the Netflix Inc. company profile at ÌÇÐÄÆƽâ°æ Company ÌÇÐÄÆƽâ°æ.
Brand KPI profile
Netflix impresses with outstanding brand KPIs
With a brand awareness of 96 percent among U.S. VoD users, as well as popularity, usage, and loyalty scores over 50 percent in the same group, Netflix’s KPIs reflect its exceptional position in the U.S. VoD brands landscape. This also shows in an impressive 44 percent who had noticed Netflix in the media, on social media, or in advertising in the 3 months prior to our survey.
Generations
Gen X and Baby Boomers in the U.S. know Netflix best
With 99 percent, Netflix reaches the highest brand awareness among Baby Boomer VoD users. However, despite this impressive number, it’s worth noting that Gen Z is actually their second primary audience when it comes to popularity, usage, and brand loyalty.
| Category | Total | IGen / Gen Z (1995-2012) | Millennials / Generation Y (1980-1994) | Generation X (Baby Bust) (1965-1979) | Baby Boomer (1946-1964) |
|---|---|---|---|---|---|
| Awareness | 96.0% | 94.0% | 97.0% | 96.0% | 99.0% |
| Popularity | 65.0% | 66.0% | 63.0% | 64.0% | 71.0% |
| Usage | 61.0% | 64.0% | 61.0% | 58.0% | 66.0% |
| Loyalty | 56.0% | 58.0% | 56.0% | 54.0% | 61.0% |
| Buzz | 44.0% | 49.0% | 43.0% | 41.0% | 38.0% |
Life values
A happy relationship comes first for Netflix users in the U.S.
When it comes to what’s important in life, having a happy relationship is top priority for U.S. Netflix users, followed by living an honest and respectful life, and being successful. Non-Netflix users on the other hand, prioritize making heir own decisions more than Netflix users.
Published July 7, 2023.
| Category | Total | Netflix user | Non-user |
|---|---|---|---|
| A happy relationship | 48.0% | 52.0% | 44.0% |
| An honest and respectable life | 45.0% | 47.0% | 42.0% |
| To be successful | 41.0% | 42.0% | 39.0% |
| Safety and security | 39.0% | 38.0% | 40.0% |
| Having a good time | 33.0% | 33.0% | 32.0% |
| Making my own decisions | 30.0% | 27.0% | 33.0% |
| Learning new things | 27.0% | 27.0% | 27.0% |
| Advancing my career | 14.0% | 13.0% | 17.0% |
| Traditions | 12.0% | 10.0% | 15.0% |
| Social justice | 12.0% | 12.0% | 12.0% |
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