Meet the average Netflix user, a Millennial woman without a college degree living in the American suburbs earning less than $50,000 a year

Meet the average Netflix user, a Millennial woman without a college degree living in the American suburbs earning less than $50,000 a year
Daniel Reinhardt/picture alliance via Getty Images
  • Netflix has 74 million subscribers in the US and Canada.
  • Its typical user is a woman who lives in the US suburbs and has some or no college education.
  • The average user is also more likely to identify as liberal or a moderate, not republican.

Netflix is arguably the most ubiquitous streaming service, with 74 million subscribers in North America.

It appeals to viewers of all walks of life, but data from analytics firm Morning Consult shows there's a typical subscriber to the world's most popular streaming platform.

Netflix's average user is a millennial who earns less than $50,000 a year, according to US data prepared for Insider from the firm's global research platform, Morning Consult Brand Intelligence. Over half a million Americans responded to the survey between June and September.

Complimentary Tech Event
Transform talent with learning that works
Capability development is critical for businesses who want to push the envelope of innovation.Discover how business leaders are strategizing around building talent capabilities and empowering employee transformation.Know More

The average Netflix user is more likely to be female, but only barely. And 68% of Netflix subscribers have some or no college education - about 33% have at least a bachelor's degree.

They also tend to live in the suburbs and politically identify as either a Liberal or a Moderate - just 34% of Netflix users that answered the survey said they were conservatives. Morning Consult also surveyed Americans who don't use Netflix and found that they are more likely to be republicans rather than liberals or moderates.


Morning Consult compared the data to that of the average US citizen, per Census data, and came to an interesting conclusion.

"The profile of a Netflix user actually looks very similar to the profile of the everyday American," Joanna Piacenza, who leads industry intelligence at Morning Consult, told Insider.

For example, the data shows that 68% of Netflix users don't have a bachelor's degree, compared to the 69% of US adults that also don't, according to Census data. And 15% of Americans have an income exceeding $100,000 - 17% of Netflix users are in the same economic position.

Netflix has focused on diversifying its content offering to appeal to children, teens, and adults, with genres ranging from action and horror to family-friendly.

The streaming platform's big draws include "Bridgerton" and "The Witcher," shows that people can watch only on Netflix. But the company's competitors, like HBO Max and Disney+, have taken a similar approach, which has attracted new viewers and helped the newer streamers catch up to Netflix in the market.


Netflix is no longer the only fish in the sea.