Among those aged 55 and over, purchase intention more than doubled, going from 17.8% to 40.2% between January 2020 and February 2022.
Among 18-34 year olds, on the other hand, Netflix has recorded a drop of nearly 15 points over the past year: after peaking at 68.9% in mid-November 2021, purchase intention now stands at 55.5% and is falling. regularly since July 2022. But this age group remains the most important in terms of purchase intention.
The intention of the 35-54 age group has remained broadly stable since 2020. However, Yougov notes a drop of around 7 points since April 2022.
We observe an aging phenomenon: the proportion of people aged 55 and over increased from 26.4% to 32.0%, while that of 18-24 year olds rose from 14.2% to 10.8%.
The e-commerce giant’s video on demand service notably gained more than 20 points among 18-34 year olds between January 2020 and August 2022 (14.3% against 35.7%).
There is also an increase among those aged 55 and over, particularly between August 2021 and March 2022, following the start of the broadcast of Ligue 1 (from 13.3% to 23.3%).
Prime Video “performs” just as well with French people aged 35 to 54, whose intention to subscribe to the platform peaks at 35.7% in August 2022. This is also the most motivated age group to subscribe in November 2022 (31.2%), while the intention of 18-34 year olds has been steadily decreasing since August 2022.
Finally, the accumulation of subscriptions is strengthening since in July 2020, 11.4% of Netflix subscribers indicated that they had a paid Amazon Prime account. This figure was 31.1% in July 2022.