Company: Netflix, Inc.
CEO: Greg Peters
Year founded: 1997
Headquarter: Los Gatos, California, USA
Number of Employees : 14,000
Type: Public
Ticker Symbol: NFLX
Market Cap (Jun 2025): $527.56 Billion
Annual Revenue (FY2024): $391 Billion
Profit | Net Income (FY2024): $8.71 Billion
Products & Services: Online Streaming Platform | On-Demand Video and Audio Content | Live Sports & Entertainment Programs | Streaming Apps | Gaming | Entertainment Services
Competitors: Amazon Prime Video | Disney+ | Hulu | HBO Max | Peacock | Apple TV+ | YouTube | Paramount+ | Sling TV | Showtime | 21st Century Fox | WarnerMedia | DIRECTV | CrunchyRoll | Play Station Vue
Fun Fact:
Did you know? Netflix entertains over half a billion people across more than 190 countries in 50 languages.
Netflix is the global video streaming giant. The company was setup by Reed Hastings and Marc Randolph. Its subscription video-on-demand (SVOD) streaming service distributes original and acquired films and television shows worldwide. In FY2024, Netflix’s annual revenue increased by 16% to $39 billion. Its net income was $8.71 billion, up by 61% from 2023. The company generates around 100% of its revenue from subscription services. But how do you define Netflix’s target market? [1]
Image Source: Bullfincher.io
To understand Netflix’s customer base, here is a comprehensive analysis of its target market:
Netflix’s Target Market Overview
Netflix’s target market spans demographic, psychographic, geographic, behavioral, and technographic segments. It caters to consumers seeking movies, series, documentaries, and shows. Viewers of all ages can access entertainment in Netflix’s library. As of Dec 2024, Netflix had 302 million subscribers. It added 163 million members in the past six years. The company plans to join the trillion-dollar club by increasing its subscribers to 410 million by 2030. This target translates to around 18 million new members annually within six years. The streaming giant is focused on expanding its customer base in India and Brazil. [2]
Netflix has disrupted the entertainment sector since its founding. It was founded to redefine content delivery and how people consume entertainment. In the early 2000s, Netflix was America’s leading DVD rental-by-mail service. The company pivoted to video streaming. The streaming giant aims to expand its target market beyond TV and film viewers. According to Business Insider, Netflix considered adding video podcasts to its platform. [3]
Netflix segments its target market to address unique entertainment needs. Here is an in-depth analysis of Netflix’s demographic, psychographic, geographic, behavioral, and technographic segmentation:
1. Netflix’s Target Market: Demographic Segmentation
Netflix caters to consumers of all ages, including Gen Z and Millennials with a lower income range of $25,000 to $50,000. It appeals to both genders. According to Start.io, Netflix’s demographic is 52% female and 48% male. Around 70% of Netflix viewers have a low to mid-level college education. This stat indicates that the average Netflix target consumer isn’t highly educated. [4]
Millennials and Gen-Z dominate Netflix’s target market. The company attracts this consumer group by offering trendy series, original content, and convenient multi-device streaming. In Mar 2025, Netflix unveiled its upcoming releases for 2025. The lineup included original programs, such as Kevin Hart’s comedy 72 Hours, Kian’s Bizarre B&B reality show, and the Residence thriller series. Anime fans can find new content and trailers in Netflix’s fast-growing AnimeJapan portfolio. These trendy shows and series appeal to Millennials and Gen-Z. [5]
Netflix’s target market includes families with kids. The platform caters to this demographic by offering age-appropriate content and family-friendly movies. Parents can use parental controls to make sure that their children only access kids-friendly content. They can also choose the best shows for their kids based on Netflix’s age ratings and consumer advice. In Feb 2025, Netflix marked the Safer Internet Day by educating parents on these tools and features, ensuring they make informed choices for their families. [6]
Netflix is a leading content distributor. The company serves millions of families in developed and developing countries worldwide. According to Statista, Netflix was the most popular streaming platform among UK households as of Q1 2025. It dominates the UK’s streaming landscape, with millions of families subscribing to the service. [7]
Netflix targets consumers across income levels. Its tiered subscription plans cater to diverse financial capabilities. Budget-conscious consumers can select the Basic plan, Netflix’s most affordable option. Families and groups with disposable income can choose the Premium plan to enjoy multi-user streaming in Ultra HD. In Jan 2025, Netflix raised subscription prices. US subscribers will now pay $8/month for the ad-supported plan, $18/month for the Standard plan, and $25/month for the Premium plan. Families can share their accounts with someone outside of their household. [8]
2. Netflix’s Target Market: Psychographic Segmentation
Netflix’s target consumers share several personality traits and values, including individualism, self-expression, and open-mindedness. The audience desires authenticity, convenience, accessibility, community, and connectivity. The company aligns its content with these attributes to appeal to its target market. For example, Netflix’s popular original series, such as “The Crown” and “Stranger Things,” portray authentic narratives. They highlight societal issues to connect with socially conscious viewers who value authenticity.
Netflix targets young consumers, including Millennials and Gen-Z. This consumer segment values easy, flexible, 24/7 access to engaging content. The company meets this audience’s needs by investing in content creation and developing innovative features. It also tailors its offerings to meet diverse preferences and needs. In 2024, Netflix spent $16.2 billion on content creation. The streaming giant plans to increase this figure to $18 billion in 2025. [9]
Netflix satisfies its target audience’s interests. For example, Gen Z’s daily rituals are dominated by streaming video (46%) and music (43%). Netflix’s streaming platform exploits this shift in entertainment consumption. It also satisfies Gen-Z’s desire for engaging content. According to Parrot Analytics, Gen-Z’s preferences are increasingly diverse. Their favorite genres include anime, comedy horror, animation, and teen drama. Netflix’s extensive content library features all these genres. It also provides re-runs of classic animations to attract young and old audiences. [10]
Netflix’s consumer audience is characterized by unique lifestyle choices. Its target customer enjoys binge-watching and multi-device streaming. The company has fueled binge-watching since its founding. In 2018, Netflix launched its “My First Binge” Valentine’s Day campaign to help subscribers remember the first time they binged a Netflix show. Most Netflix users begin binge-watching 12 days after joining the service. Over 90% of Netflix viewers had binged at least one show from start to finish in their first year as subscribers. Full-series binge takes around 3 days. [11]
Netflix influences its target audience’s lifestyle choices, personality traits, and attitudes. Its original content inspires cultural and social trends. According to GAP’s data, popular Netflix shows convinced viewers to purchase outfits worn by the cast. For example, searches for “mullets” increased by 92% a month after “Tiger King” season one. Joe Exotic wore a mullet in the show, reigniting a 1980s fashion trend. Other influential Netflix shows include Emily in Paris, Sex Education, and Squid Game. [12]
3. Netflix’s Target Market: Geographic Segmentation
Netflix serves a global target audience through its digital platforms. It has over 300 million subscribers in 190 countries. The EMEA region surpassed North America in 2022, becoming Netflix’s largest market. In 2024, Netflix had 101.13 million paying streaming subscribers in EMEA, 89.63 million in the US and Canada, 57.54 million in Asia Pacific, and 53.33 million in Latin America. Asia Pacific was Netflix’s fastest-growing market in 2024, with a 13% increase. [13]
Netflix is the global streaming powerhouse. The service isn’t available to consumers in North Korea, Syria, China, and Crimea. In Mar 2022, Netflix suspended its streaming service in Russia following the Russia-Ukraine war. It restricted around 1 million Russian subscribers from accessing the platform. [14]
Netflix has grown its global subscriber base by navigating region-specific challenges. The platform lost over 1 million customers in H1 2022. It responded to this loss by introducing an ad-supported tier in Nov 2022. This strategic move paid off. As of Nov 2024, the lower-cost plan had 70 million monthly active users globally, demonstrating Netflix’s ability to align to changing market conditions and consumer preferences. The company grows its customer base by tapping into high-potential international markets. According to Statista, Netflix will reach 70.1 million subscribers in the Asia Pacific region by 2029. [15]
Netflix serves consumers in urban and rural areas. High-speed internet access in cities and urban centers increases the platform’s popularity. The US is Netflix’s largest market with 81.44 million subscribers, followed by the UK with 18 million, Germany with 16.6 million, Brazil with 16.5 million, and Mexico with 13.9 million. Other countries in the top ten are France, India, Canada, Japan, and South Korea. [16]
Netflix’s target market covers regions with unique cultures, religions, and regulations. The platform offers localized and regionally relevant content to fit local cultural nuances and consumer preferences. For example, in Feb 2025, Netflix invested $1 billion in Mexico to fund series and film production for 3 years. It pledged a $2 million investment in Mexico City’s Churubusco Studios. The company has also invested in Korean, Spanish, and Japanese content in recent years to meet the needs of non-American and non-English target groups. Localization enhances Netflix’s relevance globally. [17]
Image Source: Bullfincher.io
4. Netflix’s Target Market: Behavioral Segmentation
Netflix’s target audience has unique behavioral traits. The platform attracts viewers seeking accessibility, customization, and convenience. It entices consumers with the flexibility of on-demand access. Netflix developed an AI-powered recommendation engine to streamline and personalize the content discovery journey. This innovative tool recommends the best shows for each subscriber based on their viewing history. According to stats, viewers discover over 80% of Netflix’s content through personalized recommendations. The engine enhances the user experience, boosting brand loyalty and usage frequency. [18]
Netflix has a loyal target audience, high customer retention, and low churn rate. Its subscribers renew their subscriptions for an average of 4.6 years. According to an Interpret survey, 89% of Netflix subscribers are loyal to the service and determined to keep subscribing. Netflix outperformed Hulu (75%), HBO Max/Max (64%), and Disney+ (61%) in the survey’s brand loyalty ranking. [19]
Netflix’s target consumers seek to maximize value for money. This desire influences their purchase behavior. In a recent survey, 67% of respondents expressed interest in a bundle that consolidates their SVOD services. Netflix meets this need through strategic partnerships. Many US consumers purchase Netflix’s subscriptions from telecom companies. For example, Dish and Verizon customers can sign up for a Netflix bundle. Comcast’s StreamSaver offers Netflix, Peacock, and Apple TV+ at $15/month for Xfinity subscribers. These bundled packages save money, attracting budget-conscious consumers. [20]
Another component of Netflix’s behavioral segmentation is usage frequency. According to a Mar 2023 survey, 28% of respondents in the US watched Netflix daily. The platform’s usage frequency is high among younger generations. 41% of US Millennials, 34% of Gen-Z, and 14% of Baby Boomers watched Netflix at least once daily in the month before the survey. [21]
Netflix’s target audience seeks specific benefits from the streaming platform. Each consumer segment has unique needs. Many consumers choose Netflix to access its extensive content library, including original series, movies, and documentaries. The company strengthens its positioning among the target audience by acquiring content from competitors, independent production houses, and creators. For example, Netflix added HBO’s “Insecure” and “Six Feet Under” shows to its platform in 2023. [22]
Image Source: Clay Banks
5. Netflix’s Target Market: Technographic Segmentation
Netflix’s target consumers are young and tech-savvy. They access the streaming service on multiple devices, including smart TVs, smartphones, tablets, and gaming consoles. Some also use Roku and Amazon Fire TV to watch Netflix on TV. According to Statista, over 132 million US viewers watched Netflix on TV screens in Sep 2023. The TV screen is the most used device by Netflix’s US consumers, followed by mobile phones and computers. [23]
Netflix’s subscriber base is digitally mature. This maturity is demonstrated by the audience’s online streaming expertise and advanced tech demands. The company meets its customers’ needs by investing in cutting-edge technologies. In Mar 2025, Netflix announced support for HDR10+ content on AV1-enabled devices. This technical advancement enhances picture quality with dynamic metadata and preserves creative intent across more devices. [24]
Netflix’s young and tech-savvy consumers. They leverage the latest tech-driven solutions to execute work-related obligations or improve their social lives. Netflix targets Gen-Z and Millennials. According to Tubi, 45% of Gen-Z consumers choose what to watch on Netflix based on trending content on social media. 67.9% of US Gen-Z use Netflix and 71.2% use TikTok. These stats confirm this group’s advanced tech adoption stage. [25]
References & more information
Stoll, J. (2025, Feb 20). Netflix revenue 2002-2024. Statista
Patel, N. (2025, Apr 22). Netflix Aims to Soar to a Trillion-Dollar Stock: Is It a Smart Buy With $2,000 Right Now? The Motley Fool
Upton-Clark, E. (2025, Apr 21). Netflix is eyeing video podcasts as it expands beyond TV and film. Fast Company
Start Reviews (2022, Jun 6). Netflix: The Complete Brand Analysis. Start.io
Sawalka, V. (2025, Mar 25). Netflix’s Content Strategy Signals Strong 2025 Returns. Yahoo Finance
Burman, N. (2025, Feb 10). Netflix Kids & Families: How Netflix Keeps Parents in Control. Netflix
Stoll, J. (2025, Jun 4). Netflix’s household take-up in the United Kingdom (UK) quarterly from 2014 to 2025. Statista
Jackson, K. (2025, Jan 25). What the New Netflix Price Hike Means for Your Subscription. CNET
Stoll, J. (2025, Mar 6). Content spend of Netflix 2012-2025. Statista
Parrot Analyst (2024, Aug 5). Gen Z’s TV Favorites: Which Shows Are Winning Over Young Viewers? Parrot Analytics
Prastien, L. (2022, Mar 15). Platforms Are Letting Us Binge-Watch, But Maybe They Shouldn’t. Heinz
Advanced TV (2022, Feb 23). Research: Netflix’s impact on lifestyle trends. Advanced-Television.com
Stoll, J. (2025, Feb 19). Number of Netflix paid streaming subscribers worldwide 2024 by region. Statista
Lang, B. (2022, Mar 6). Netflix suspends service in Russia amid Ukraine invasion. Variety
Stoll, J. (2025, Mar 3). Quarterly Netflix subscribers count worldwide from 2013 to 2024. Statista
Gaines, B. (2025, May 22). Netflix Subscribers Statistics 2025: Users by country. Evoca
Szalai, G. (2025, Feb 20). Netflix invested $1B in Mexico over four years to produce movies and shows in the country. Hollywood Reporter
Krysik, A. (2024, Jun 14). Netflix Algorithm: How Netflix Uses AI to Improve Personalization. Stratoflow
Prange, S. (2023, Jul 20). Interpret: Netflix Tops Brand Loyalty Among Streaming Service Subs. Media Play News
Lattin, P. (2024, Mar 26). Netflix and No Chill: Why Gen-Z prefers their content with a side of chat. Adotat
Stoll, J. (2024, Mar 18). Frequency of using Netflix in the US in 2023 by generation. Statista
Malik, A. (2023, Jul 3). Netflix adds “Insecure” as more HBO shows, including “Six Feet Under,” are on the way. TechCrunch
Stoll, J. (2025, May 23). Devices used to watch Netflix TV series in the US in 2023. Statista
Cantisano, T. (2025, Mar 24). Netflix is now available in HDR10+ on devices that use AV1. Android Police
Flores-Marquez, P. (2024, Jun 11). Gen Zers’ Netflix use is catching up to TikTok use. eMarketer
Featured Image by Souvik Banerjee
Desktop Image by Clay Banks
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