Netflix viewing time keeps falling after password-sharing crackdown

Netflix subscribers are opening the app less often and watching fewer days per month, a decline that began after the 2022–2023 password-sharing restrictions, Bloomberg reports. Jefferies estimates average monthly viewing per member fell from 66 hours in H1 2023 to 49 hours in H1 2026.

• Average viewing per member dropped from 66 to 49 hours in H1
• Share of US subscribers not opening Netflix rose 16.6% year over year in Q3
• US cancellation rate holds steady at around 2%
• Total viewing grew in H1 2026 only because of subscriber additions