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Netflix Users Watch Less: The Post-Crackdown Slump
26 Oct
Summary
- Average customer logins on fewer days per month compared to two years ago.
- User engagement decline started after the 2022 password sharing crackdown.
- Despite fewer logins, total watch time rose slightly due to more subscribers.
Average Netflix app usage has decreased, with customers logging in on fewer days per month compared to roughly two years ago. This trend, tracked via 'qualified play days,' began after the company's 2022 crackdown on password sharing. While total watch time saw a modest rise of a couple of percentage points in the first half of 2026 due to subscriber growth, individual viewing hours have declined.
Executives are exploring various reasons for this slight dip in engagement, including a revamped user interface, increased competition, and programming adjustments. Despite the observed decrease in personal viewing, overall U.S. churn remains low at 2%, the lowest in the industry, and cancellations have not significantly increased following recent price hikes. The company is investing more in programming and expanding into new content areas like podcasts and live sports to re-engage users.
