Biggest Netflix Markets Outside U.S.: Nordics, Germany, Australia
Thanks in part to the high cost of cable and satellite television service in the United States, the U.S. is the biggest market for subscription video-on-demand (SVOD) service Netflix, accounting for 44 percent of its global audience. After that, Netflix's biggest markets are the Nordics, Germany, and Australia. That information comes from research company eMarketer which notes that strong broadband connectivity in the Nordic countries makes over-the-top (OTT) services more appealing. Netflix recently saw a surge in Germany after it released its first German-language series. As for Australia, eMarketer notes that Netflix does best in countries where English is widely spoken. The company has also made smart partnerships with telcos down under which helped it grow.
One market where Netflix performs poorly is France, thanks to a variety of factors. For one, French viewers prefer dubbed programming to subtitled, but Netflix rarely provides dubbing due to the extra cost. Also, a French law prevents films from appearing on any streaming services for 36 months after their showings in theaters.
While Netflix failed to meet its subscriber forecasts this week leading to a momentary dip in its stock price, eMarketer predicts that it will capture a nearly 44 percent share of the total OTT subscription market this year. Also, 32.1 percent of all digital video viewers will use an SVOD service at least once a month this year.
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