How high is the brand awareness of Netflix in the United States? When it comes to video-on-demand users, brand awareness of Netflix is at 94% in the United States. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is Netflix in the United States? In total, 62% of U.S. video-on-demand users say they like Netflix. However, in actuality, among the 94% of U.S. respondents who know Netflix, 66% of people like the brand.
What is the usage share of Netflix in the United States? All in all, 59% of video-on-demand users in the United States use Netflix. That means, of the 94% who know the brand, 63% use them.
How loyal are the users of Netflix? Around 53% of video-on-demand users in the United States say they are likely to use Netflix again. Set in relation to the 59% usage share of the brand, this means that 90% of their users show loyalty to the brand.
What's the buzz around Netflix in the United States? In March 2022, about 43% of U.S. video-on-demand users had heard about Netflix in the media, on social media, or in advertising over the past four weeks. Of the 94% who know the brand, that's 46%, meaning at the time of the survey there's some buzz around Netflix in the United States.
Find more relevant information on Netflix as a VoD brand on our in depth Netflix brand profile in the U.S. page, additionally providing you with a brand profile breakdown by generations, as well as a look at the most important life aspects of the brand's customers.
Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022
During the survey, the questions were phrased as follows:
Brand Awareness: "Do you know this brand, even if only by name? If you know the brand, please swipe right. If you do not know the brand, swipe left."
Brand popularity: "When it comes to video-on-demand, which of the following brands do you like?"
Brand usage: "When it comes to video-on-demand, which of the following brands have you used in the past 12 months?"
Brand loyalty: "When it comes to video-on-demand, which of the following brands are you likely to use again in the future?"
Brand buzz: "Which of the following brands have you noticed in the media, on social media or in advertising in the past 3 months? Please think of news coverage, public discourse, sponsored content, and advertising. "
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how Statista can support your business.
Statista. (April 27, 2022). Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022 [Graph]. In Statista. Retrieved February 16, 2025, from https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed
Statista. "Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022." Chart. April 27, 2022. Statista. Accessed February 16, 2025. https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed
Statista. (2022). Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022. Statista. Statista Inc.. Accessed: February 16, 2025. https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed
Statista. "Netflix Brand Awareness, Usage, Popularity, Loyalty, and Buzz among Video-on-demand Users in The United States in 2022." Statista, Statista Inc., 27 Apr 2022, https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed
Statista, Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022 Statista, https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed (last visited February 16, 2025)
Netflix brand awareness, usage, popularity, loyalty, and buzz among video-on-demand users in the United States in 2022 [Graph], Statista, April 27, 2022. [Online]. Available: https://www.statista.com/forecasts/1305033/netflix-video-on-demand-brand-profile-in-the-united-states?__sso_cookie_checker=failed