In 2019, Netflix had over 151 million paying streaming subscribers worldwide as well more than 6 million free trial customers. Of these subscribers, 60.1 million were from the United States. While the popularity of Netflix’s streaming service has been increasing, the company saw its DVD section decline. In 2018, there were 2.73 million subscribers to Netflix’s DVD rental service in the United States, a drop from 11.17 million in 2011.

Netflix subscribers are loyal to the service, with the majority reporting that they would keep Netflix even if the monthly subscription price increased, and subscribers also stated that they would continue using the service with ads. With a wealth of content spanning multiple genres and a diverse catalogue of TV shows, movies and documentaries, Netflix appeals to a wide audience and consistently impresses users with its often binge-worthy original content.

Subscribers are from diverse ethnic backgrounds – data shows that more Hispanic and African Americans use the service than their White counterparts. Netflix considers diversity important and featured almost five times the number of LGBTQ characters in its TV series than Hulu in the 2018-19 season, and openly published data on the gender distribution of its employees in early 2019. Perhaps unsurprisingly, Netflix appeals to all age groups and a survey showed that the majority of adults aged 18 to 54 years old subscribed to the service.

Netflix users watch TV shows and movies with their pets. A total of 12 percent of survey respondents in early 2018 admitted that they had stopped viewing a show because their pet did not like it, and 22 percent had bribed their pet with treats in a bid to encourage the animal to watch the show or movie for longer. Such behavior may seem strange to some, but with Netflix available to watch on multiple devices and in any location, consumers inevitably have and will continue to tailor their viewing experience to their preferences, needs and lifestyles. Some U.S. adults have even admitted to watching TV and movies in public restrooms, and with Netflix retaining its title as the undisputed market leader when it comes to video streaming it’s safe to assume that some of these bathroom binge viewers are Netflix customers, too.