Fewer subscribers are using their Netflix accounts

Netflix is seeing a decline in the number of subscribers actively using their accounts, according to a recent Bloomberg report. The decline is evident from the QPD (qualified play days) metric, which measures user engagement, showing that customers are opening their Netflix apps less frequently than they were a few years ago. Despite the addition of popular original series like The Diplomat, Lupin, Cyberpunk: Edgerunners, and East Of Eden, which have renewed seasons, the average user is not watching Netflix as much.

Interestingly, there has been a minor increase in total time spent on the app, but this is attributed to a rise in new subscribers who may be overwhelmed by the vast selection of titles and decide to log off. The mobile app tracking firm Apptopia corroborates this, noting a 16.6% increase in U.S. subscribers not opening their Netflix app in the third quarter compared to the previous year.

This downward trend is concerning, especially for Netflix, which recently faced significant layoffs as part of a company-wide reorganization. In an attempt to reverse this trend, Netflix has reportedly increased its production budget and expanded into new content areas such as podcasts and live sports, in hopes of attracting more subscribers and re-engaging existing ones.