Cracking the ‘Black Box’: Unearthing Netflix Viewership (Current Data: Upcoming 12 Months)

Unlock Netflix's secret viewership data from Luth ZQ's passive-tracking technology. (Current Data: Upcoming 12 months)


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As reported in Variety*, this never-before-available data “provides a rare glimpse into viewing patterns on Netflix, which has frustrated many in its refusal to divulge audience data. That’s proved problematic for producers creating original programming for Netflix and for the studios that pocket billions of dollars in licensing fees from the company.” * Copy and paste the following URL into your browser to read the Variety article:


  • Help content providers determine if Netflix is cannibalizing existing TV shows or is a viable distribution channel
  • Illuminate how audiences consume Netflix across digital (phone, tablet, computer) devices
  • Establish a clear understanding of target demographics for a wide variety of content
  • Determine content popularity in order to provide creative direction


This new research solves this problem, yielding essential insights into everything from the rising competition for TV audiences and content providers’ distribution strategies to the creation of original programming and licensing negotiations.

Luth Research’s ZQ Intelligence™ cross-platform tracking technology offers the industry’s first opportunity to examine title-level Netflix viewership data together with audience profiles across platforms.

Methodology: Quantitative

Quantitative Design

Statistical Analysis:

Demographic-based weighting has been applied to the sample to maintain a demographically balanced composition.

Design Rationale:

ZQ Intelligence™ is Luth Research’s patent-pending, cross-platform digital behavior-measurement system. It integrates Luth Research’s research panel with proprietary web and mobile tracking technologies to correlate consumer actions and attitudes. This innovative technology empowers passive tracking of digital behaviors and activities.

Quantitative Research Target

Additional Demographic Screening:

The sample for this ongoing research is a diversified panel of Netflix viewers, providing a strong demographic mix by gender, age, ethnicity, and income level. More than 10,000 panelists on computers and more than 6,000 on mobile devices (phone, tablet) monthly.



Additional Deliverables:

The deliverable is a web-based dashboard with logins, which can be accessed anywhere, anytime. The dashboard contains topics of insights corresponding to the outline below. The reports are interactive with filters made available for demographic variables and timeframe. Users may drill down to the desired level of granularity based on research needs and objectives. Title level information can be exported into Excel from the dashboard. Contents of the dashboard can be made available into interactive Tableau Reader files to allow for a wider distribution of the insights across teams.


1. Netflix usage – reach and frequency on computer, mobile phone, and tablet
2. Netflix demographics
3. Netflix titles viewed for each month – complete library of all titles captured for the sample filtered by month
4. Netflix titles viewed with episode and season information
5. Netflix titles viewed with movies, TV shows, and trailers categorized
6. Netflix titles viewed with viewers, viewing frequency, and duration

NOTE: Project deliverable is available immediately.

Timing: Available Immediately


Company: Luth Research

Previous Projects: 4


Supplier's Qualifications:

Luth Research has been a market-research leader since 1977, and continues to make groundbreaking advancements in next-generation customer intelligence. Powered by its proprietary international research panel, Luth creates the innovative technology and research methods required for businesses to thrive. From traditional research to tracking digital behavior, Luth Research blends research expertise with proprietary data collection resources to offer insights not accessible elsewhere. Luth Research is a certified Women’s Business Enterprise (WBE) and adheres to industry regulations as established by AMA, MRA, ESOMAR, CASRO and ARF.


Luth will provide a one-hour “onboarding” consultation session with all new clients.

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