Netflix’s growing global presence currently extends to over 190 countries, 130 of which the company reached in the vast international expansion it launched in 2016.
While the streaming service’s growth has lagged in at least one foreign market, the more than 1 billion potential viewers in India, Netflix has seen significant user penetration in many other countries.
Emarketer, which measured Netflix’s global penetration in a new study, predicted that nearly 765 million people worldwide will use a subscription over-the-top (OTT) video service, such as Netflix or Amazon Prime, at least once per month in 2018. The study estimated that nearly 44% of those 765 million people will use Netflix.
Emarketer also estimated which countries had the highest levels of user penetration for Netflix, which it tracked as the number of individuals of any age who watched Netflix via app or website at least once per month. Outside of the US, Netflix’s home and top market, countries like Canada and Norway had high levels of penetration corresponding with a greater number of native Netflix original series.
Here are the 10 countries where Netflix is the most popular, according to Emarketer:
10. United Kingdom — 33.8% user penetration
Population: 65.64 million
Notable original series: "Black Mirror," "The End of the F***ing World," "Collateral"
9. Germany — 35.5% user penetration
Population: 82.67 million
Notable original series: "Dark," "Babylon Berlin"
8. Finland — 39.7% user penetration
Population: 5.49 million
Notable original series: "Bordertown"
7. Australia — 42.7% user penetration
Population: 24.13 million
Notable original series: "Glitch," "The Letdown"
6. Netherlands — 43.6% user penetration
Population: 17.02 million
Notable original series: N/A
5. Sweden — 50.2% user penetration
Population: 9.903 million
Notable original series: "Bonus Family"
4. Denmark — 54.9% user penetration
Population: 5.73 million
Notable original series: "Rita"
3. Canada — 56.3% user penetration
Population: 36.29 million
Notable original series: "Alias Grace," "Anne with an E," "Travelers"
2. Norway — 62.4% user penetration
Population: 5.23 million
Notable original series: "Lilyhammer," "Borderliner," "Nobel"
1. United States — 64.5% user penetration
Population: 325.7 million
Notable original series: "Stranger Things," "House of Cards," "Orange Is the New Black"
