The traditionally youthful core audience of Netflix is starting to shift as people of all ages are seeking on-demand entertainment, according to the latest data from Ampere. Global monthly usage of Netflix has increased by over 22 percent among the 45-plus group in the past two years, while the same time period saw a growth of just 5 percent among younger consumers.
The report also revealed that in some mature markets, for the first time, 24 to 44-year-olds are now more likely to be Netflix subscribers than their 18 to 24 year-old counterparts. Other demographic changes in media consumption across 25 markets include the fact that nearly half of returned cinemagoers in the third quarter of 2021 were aged under 35, compared to just over a third of theatrical attendees before the pandemic.
Further findings include an 18 percent rise in ownership of streaming boxes and sticks since Q3 2019, with devices such as Roku, Amazon Fire TV or Google Chromecast now in nearly two thirds of US internet homes and half of UK internet homes. In addition, 34 percent of internet users in the US have used an AVoD service such as Pluto TV, Tubi and The Roku Channel in the past month, compared to 17 percent in Q3 2020.
