Netflix use is slipping per customer, report says

Netflix customers are opening the service on fewer days each month than they did a couple of years ago, and the average customer is spending less time watching, Bloomberg reported, citing people familiar with confidential company data. That distinction matters: total watch time still rose slightly in the first half of the year, but primarily because Netflix added customers rather than because each customer used it more. The slowdown reportedly began after Netflix’s 2022 crackdown on password sharing; executives initially expected it to fade as fewer people used each account, but the pattern persisted. Netflix has publicly said engagement remains healthy, yet weaker habitual use could make the service easier to cancel and complicate its effort to win viewers and build its advertising business through new programming, live sports, and podcasts.