July 2, 2018

Top 10 Countries, Ranked by Netflix User Penetration, 2018 (% of digital video viewers)


64.5% of video viewers in the US watched Netflix in 2018. The platform is popular in Norway, Canada, Denmark and Sweden. Adoption of Netflix lags in Germany and the UK. 35.5% of video viewers in Germany and nearly 34% in the UK used Netflix.


Estimates are based on the analysis of survey and traffic data from research firms and regulatory agencies, sales projections, historical trends, company-specific data, and demographic and socioeconomic factors.