Penetration rate of Netflix worldwide 2022, by country

Despite the United States being Netflix’s leading market in terms of subscriber numbers, Australia and the United Kingdom had higher penetration rates. In 2022, 65 percent of Australian and 57 percent of UK households used the subscription video-on-demand service.

Spotlight on Netflix in the U.S.

The United States is not only the place where Netflix got its start as a DVD rental service in 1997, but the country also remains Netflix’s largest market now that the company has evolved into the most popular SVOD platform worldwide. According to the company’s latest filings, the number of Netflix subscribers in the U.S. and Canada stood at 73.4 million in the third quarter of 2022, after Europe, the Middle East, and Africa combined.

Netflix is losing subscribers

Netflix lost an estimated 300 thousand subscribers globally during the first two quarters of 2022. The number of Netflix subscribers dropped from 221.84 million to 220.7 million in the first half of 2022, marking the first dip in over a decade. One of the reasons for this rapid subscriber loss could undoubtedly be the streamer’s monthly fees, which have been increasing over the past few years. Netflix already announced to add a cheaper ad-supported subscription option in November 2022, but only time will tell if this move will be enough to combat the current trend.