Why Netflix users are watching less and opening app less often

Despite adding subscribers, Netflix has seen total viewing growth driven by its larger audience

Netflix users are opening the streaming app less often and spending less time watching, raising questions about whether the service is keeping audiences interested as competition grows.

According to a report by Bloomberg, citing people familiar with Netflix’s internal figures, customers are using the app on fewer days each month than they did a couple of years ago. The company tracks how often people watch through a measure called qualified play days.

Although Netflix’s total viewing time increased slightly during the first half of 2026, the rise was linked to its growing subscriber base. Individual users, however, were spending less time watching.

One possible reason is that Netflix has struggled to produce as many major hits as it did in previous years. The company has also found it harder to bring viewers back for later seasons of some existing shows. With rival streaming services and free video platforms competing for attention, audiences have more choices about what to watch.

The trend reportedly began after Netflix introduced its password sharing crackdown in 2022. Executives initially expected the change in viewing habits to be temporary, but the decline continued.

There are some positive signs for the company. The report said Netflix has not experienced a major wave of cancellations, and its US cancellation rate remained steady at 2%, according to research firm Antenna. Netflix also said recent price increases had not triggered an unusual rise in cancellations.

Still, slower growth has worried investors. Netflix shares have fallen around 29% this year, while its share of US television viewing has struggled to grow as services such as YouTube attract audiences.

Netflix is trying to bring viewers back by investing in new programming and expanding into areas such as live sports and podcasts. The company has also made changes to its content leadership, with Peter Rice taking charge of its content strategy following the reported departures of senior executives Bela Bajaria and Dan Lin.

Netflix co-chief executive Greg Peters acknowledged that the company has more work to do to encourage growth, while maintaining that its business remains profitable.

The challenge now is giving subscribers enough reasons to keep opening the app.