Viewer Data: Movies on Netflix Win vs. Other Content Types

Netflix continues to reign supreme over the streaming landscape, watched by 72% of U.S. respondents, per an MX8 Labs longitudinal tracking poll. And that share jumps up even more for younger viewers, with 80% of 18-24 year olds saying they watch Netflix. 

But being the most-watched is only one accolade — Netflix also ranked highest for overall experience, content appeal and ad experience. Here are a few key highlights from the study, and you can see a deeper analysis on TVREV.

• 40% of respondents ranked Netflix No. 1 for overall content appeal, with another 26% ranking it second. 
• In terms of the content Netflix offers, movies overall ranked highest at 64%, followed by Netflix original series (55%) and Netflix original movies (50%). 
• 62% of Netflix viewers report going ad-free, with cost as the driving factor for those that do subscribe to its ad-supported tier, as cited by 51%. 

Netflix viewers display above-average ad recall, with 27% able to cite specific brands mentioned in ads. Only Disney+ had higher recall (28%).