Netflix has over 130 million customers watching its TV shows and movies. But for years, the company refused to tell others how many of those customers watched a particular show or movie.
Now this is starting to change.
Netflix said at the end of the month that 45 million people had watched Bird box, a thriller belonging to Netflix and starring Sandra Bullock, which came out just before Christmas. The company is now using its quarterly results letter to communicate more numbers on the number of viewers. some of his other shows – as well as an idea of the actual share of your television screen owned by the streaming video company.
Netflix says that Bird box, which was released late last year, added an additional 35 million homes in the first four weeks after its release, bringing its total audience to 80 million homes. (Netflix defines a viewing focus as a Netflix account in which a person has watched at least 70% of a movie.)
Netflix says that both You, a young-adult thriller, and Sex educationn, another young adult show, is expected to reach 40 million households in the first four weeks of service. (For TV shows, Netflix defines a focus of viewers as a Netflix account in which a person has watched at least 70% of a single episode of an episode.)
Netflix also wants to emphasize its ability to deliver content to audiences around the world, noting that Eliteout of Spain, reached 20 million households in its first four weeks, and Bodyguard (Great Britain), The protector (Turkey), and Baby (Italy) have all joined more than 10 million households in their first four weeks.
Perhaps most intriguingly, Netflix estimates that it now accounts for 10% of US TV screen time. (His calculations here: Netflix reports that it broadcasts 100 million hours a day on TV screens in the US TVs, which include more than one TV per household, as well as televisions in bars, hotels, etc., are on for billions of hours a day.) Netflix says it has a smaller share of mobile screens, which makes sense, since Netflix says the vast majority of its viewing happens on television screens.
D & # 39; agreement. Now that we have the novelty, what do these numbers mean – and what does Netflix think?
Some theories, which differ according to the numbers we are talking about:
This Bird box the number is great no matter how you analyze. And if you're a Hollywood star, you might well conclude that it makes sense to try to make a movie with Netflix, even if they're still relatively new: they'll pay you everything you'll get (and maybe even more) in a traditional Hollywood studio, and you will not have to worry about the series disappearing into a pile of new documentaries and reruns. Netflix would be happy if you, and / or your agents / managers / lawyers, draw this conclusion.
These figures for You and Sex education are also very big. We can not compare apples because we do not know how each episode of each show behaves, and because Netflix publishes world numbers rather than by country. Still, the most popular shows in the US last year reached 13.5 million people per episode (CBS's Taurus) to 20 million people per episode (ABC & # 39; s Roseanne restart). So, at a minimum, you can reasonably say that some of Netflix's most popular shows are now … very popular. Once again, it's all about people making things in Hollywood and around the world.
Similarly, these smaller numbers for Bodyguard and other shows are still supposed to prove that what was previously considered niche content – have you ever watched a Turkish TV? – travel well around the world. (And in the case of Bodyguard, note that the show had already attracted a huge audience in the UK when it aired before Netflix.)
This 10% of the time spent on American television intrigues me the most. Netflix, who goes back and forth between telling the TV channel to come ("The goal is to become HBO faster than HBO can become us") and tell the TV guys that there's has room for everyone, seems to think that it is an offer of peace. In his letter to shareholders, Hastings says (as he did before) that many Netflix subscribers also watch many other shows. "We compete (and lose against) more than HBO."
If Hastings really thinks it's an olive branch, he has misinterpreted TV players and anyone who is trying hard to create their own streaming services to compete with Netflix. The only question they have is whether Netflix is a flawless enemy (Disney / Fox's position) or a possible frenemy to which they might still be able to sell reruns (the position of AT & T / Warner Media ). Everyone takes Netflix very, very, very seriously.
But this figure of 10% also tells Wall Street how much growth remains in Netflix.
Investors are engaged in a constant debate about the number of subscribers that Netflix can add to the total number of subscribers. But today, Netflix also tells investors that it can extract more viewer time from subscribers than it already has. If this is true, it would make Netflix even more valuable in the years to come, even if its growth in subscribers has flattened.
And, this is not by chance, this gives Netflix the opportunity to increase its prices because it orders more and more time to its subscribers.