Netflix users are watching less, not opening the app as often

Netflix users are spending less time on the platform and not opening the app as frequently, according to new data. The company's shares have dropped by about 29% in 2026 amid concerns over its slowing growth. The metric known as Qualified Play Days (QPD) reveals that the average customer is using the app less often. While the total time spent on the app increased marginally, this is due to higher user numbers rather than increased engagement per user.

Netflix's leadership is worried about the declining metrics, which have persisted since the company restricted password sharing in 2022. Despite efforts to boost programming and expand into new categories, such as podcasts and live sports, the company is facing stiff competition and a potential lack of viewer interest. Notably, the decline in usage has been consistent, with Netflix not experiencing mass cancellations.

The company's US viewership is not growing as quickly as hoped, with co-CEO Ted Sarandos admitting this during a recent call. However, the company maintains a healthy business model, with a low churn rate of 2% in the US. Netflix's US share of TV viewing has remained stagnant due to the rise of free services, and the company reported slower-than-expected revenue growth.

Netflix's share price has fallen by 29% so far in 2026, and advertising sales are projected to fall short by $300 million. The company has faced criticism over its new user interface, competition, and a shortage of fresh content. In response to the decline, Netflix has addressed its US issues by reshuffling its leadership, appointing Peter Rice as the new head of content strategy.