Netflix Audience in United States

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Netflix has an estimated audience of 50,510,277 people in United States. 55.8% are female, 44.2% are male, average age 37.5. Top regions: California, Texas, Florida. Top brand affinities: Millie Bobby Brown, Blu-ray Disc, Rhianna (singer), Parenting styles, Bridgerton.

The average Netflix fan in United States is 37.5 years old, more female, and lives primarily in California. The audience is concentrated in California, Texas, Florida. Top brand affinities include Millie Bobby Brown, Blu-ray Disc, Rhianna (singer), with strongest over-indexing on Millie Bobby Brown (1.54× the country average). Demographically, the Netflix audience skews more female with an average age of 37.5, and over-indexes on personality traits such as Extroversion, Social Media Usage. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 50 regions tracked by Rascasse.

Category: Movies & TV · Type: TV Channel · Subtype: TV / music streaming

Demographics of Netflix fans

Demographic split for Netflix audience in United States
MetricValue
Female55.8%
Male44.2%
Average age37.5
Estimated audience size50,510,277

Audience persona

The typical Netflix fan in United States is more female, around 37.5 years old, with strong Extroversion tendencies and a notable affinity for Millie Bobby Brown.

Top regions in United States

Top regions ranked by reach for Netflix in United States
RegionReachAffinity
California6,104,2071.1×
Texas4,566,1461.05×
Florida3,693,6061.08×
New York2,926,6961.04×
Illinois1,660,4250.99×
Georgia1,597,1451.03×
Pennsylvania1,572,3760.92×
Ohio1,524,8930.98×
North Carolina1,498,9540.99×
New Jersey1,331,4671.04×
Michigan1,262,9950.96×
Virginia1,215,3160.99×
Massachusetts1,129,6971.14×
Washington1,121,1151.11×
Arizona1,022,6400.99×
Tennessee962,2610.95×
Maryland876,3371.01×
Indiana843,7130.91×
Missouri832,1781.02×
Colorado808,4661.02×
Minnesota703,9950.97×
South Carolina694,1720.91×
Wisconsin687,7460.91×
Louisiana667,1041.02×
Alabama666,3700.94×
Oregon651,7911.13×
Kentucky600,8250.95×
Oklahoma561,2661×
Connecticut526,4351.04×
Utah477,4771.06×
Nevada464,1000.95×
Arkansas431,9481.04×
Mississippi411,4140.99×
Kansas391,8400.98×
Iowa387,2530.93×
New Mexico267,6481.06×
Idaho265,9471.05×
Hawaii240,5161.11×
Nebraska225,7210.89×
West Virginia212,9540.91×
Maine206,9771.14×
New Hampshire197,5150.99×
Rhode Island169,4331.05×
Washington, District of Columbia157,9811.04×
Montana144,2971.03×
Delaware113,8130.82×
Alaska106,8160.99×
Vermont106,1981.2×
South Dakota97,7900.84×
North Dakota93,6820.9×

Top brand affinities

Brands and entities this audience over-indexes on, vs. the country average.

Top brand affinities (over-index vs. country average) for Netflix audience
BrandAffinityCategory
Millie Bobby Brown1.54×Movies & TV
Blu-ray Disc1.52×Technology & Electronics
Rhianna (singer)1.63×Music & Radio
Parenting styles1.59×Kids & Family
Bridgerton1.55×Movies & TV
Rose Byrne1.55×Movies & TV
Anna Camp1.68×Movies & TV
Bradley Whitford1.7×Movies & TV
Victorious1.53×Movies & TV
Anne Boleyn1.66×Politics & Society
Laurie Metcalf1.52×Movies & TV
Matthew Goode1.54×Movies & TV
Jenna Fischer1.53×Movies & TV
Pura Vida1.57×Fashion & Accessoires
Jawbreaker (band)2.02×Music & Radio
When Calls the Heart (TV series)1.61×Movies & TV
Sarah J. Maas1.55×Literature
Karen Carpenter1.51×Music & Radio
Paul Wesley1.52×Movies & TV
Edward Furlong1.56×Movies & TV

Psychographic profile

Top six personality traits over-indexed by this audience (1.0 = country average).

Top personality traits over-indexed by Netflix audience
TraitClusterScore
ExtroversionTHRILL1.25
Social Media UsageJOY1.16
LGBTQ+ IdentityOPEN1.09
MindfulnessBALANCE0.99
Early Adopter MentalityPOWER0.99
Price SensitivityPREMIUM0.96

Worldwide distribution

Worldwide audience distribution share by country for Netflix
CountryShare
United States15.6%
Brazil6.0%
China5.0%

See Netflix audiences in other countries

More TV / music streaming audiences in United States

Frequently asked questions

How many fans does Netflix have in United States?

Netflix has an estimated audience of 50,510,277 people in United States, concentrated in California and Texas.

What is the gender split and age of Netflix fans?

55.8% of Netflix fans are female, 44.2% are male, with an average age of 37.5 years.

Which brands do Netflix fans like most?

Netflix fans show strongest brand affinity for Millie Bobby Brown (1.54×), Blu-ray Disc (1.52×), and Rhianna (singer) (1.63×) over the country average.

Where do Netflix fans live in United States?

Netflix fans in United States are most concentrated in California (reach 6,104,207), Texas (reach 4,566,146), and Florida (reach 3,693,606). These three regions account for the largest share of the active audience.

What other brands do Netflix fans also like?

Beyond Netflix itself, the audience over-indexes on Blu-ray Disc (1.52×), Rhianna (singer) (1.63×), Parenting styles (1.59×), and Bridgerton (1.55×) compared to the United States average.

How to read this data

Audience size is the estimated number of people in United States who actively search for Netflix. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.

About this audience profile

This audience profile is generated by Rascasse from anonymized search-behavior signals across United States. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.