Netflix brand profile Germany 2023

How high is the brand awareness of Netflix in Germany?
When it comes to video-on-demand users, brand awareness of Netflix is at 94% in Germany. 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 Germany?
In total, 67% of German video-on-demand users say they like Netflix.

What is the usage share of Netflix in Germany?
All in all, 64% of video-on-demand users in Germany use Netflix.

How loyal are the users of Netflix?
Around 59% of video-on-demand users in Germany say they are likely to use Netflix again.

What's the buzz around Netflix in Germany?
In May and June 2023, about 41% of German video-on-demand users had heard about Netflix in the media, on social media, or in advertising over the past three months.

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Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in Germany in 2023

Characteristic	Share of respondents
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Number of respondents

1,069 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. "

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