Netflix has been in the news again over the last few days after its CEO said that plans to introduce more original content to the service will lead to inevitable price increases in the future.

Reed Hastings also announced that Netflix was considering ways of making it harder for people to share passwords – which GWI’s data shows to be a widespread trend. In fact, our new Q2 2015 figures reveal that almost two thirds of users in the USA and UK are currently sharing their account.

What’s perhaps most significant here is that almost a fifth of Netflixers say that 3 or more other individuals use the same account as them. When we’re talking about total audience sizes, that means we need to abandon the notion that 1 paid-for subscription = just 1 user. In reality, there are tens of millions of additional users and the likelihood of people taking this approach will only get more common as Netflix gets more expensive.


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

You’ve read our blog, now see our platform

Every business has questions about its audiences, GWI has answers. Powered by consistent, global research, our platform is an on-demand window into their world.