Fewer Netflix Subscribers: A Concerning Trend
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Fewer subscribers are using their Netflix accounts. A recent report from Bloomberg states that the average time customers spend watching the streamer has decreased. Despite the platform's efforts to attract viewers with original shows like Ben Affleck’s Animals, Enola Holmes 3, and Lupin (now in its fourth season), as well as The Diplomat, Cyberpunk: Edgerunners (season two), and East of Eden, engagement has slipped.
Bloomberg cites a QPD (qualified play days) metric, indicating that customers are opening their Netflix apps less frequently. Interestingly, while total time spent on the app increased by a couple of percentage points, this was attributed to new subscribers scrolling through content.
Apptopia, a mobile app tracking firm, also reports a decline in subscriber engagement, with a 16.6% increase in U.S. subscribers not opening their Netflix app in the third quarter compared to the previous year.
This report adds to Netflix's challenges in 2026, following a round of layoffs and a company-wide reorganization. In an attempt to boost subscriber numbers, Netflix has increased its production budget and expanded into podcasts and live sports.
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