It’s the holiday season—merry vibes are becoming more abundant, the weather is getting colder, and the nights longer. For many of us, this is a cue to binge-watch Stranger Things and Orange is the New Black. So with that, Netflix decided to kick start the holiday cheer with their recent app update at the start of this month. You can now download all your favorite movies and shows on the Netflix app, and watch them anytime, anywhere, without needing any type of internet connection via Wi-Fi or mobile data. This feature is rolled out globally, so no matter where you are in the world, you’ll be able to join the holiday-binge-watching season.
Netflix saw a decline in active data consumption (over both Wi-Fi and mobile data combined). Prior to the release, Netflix users were utilizing 840.62 MB of data per week—Netflix’s data consumption declined to 770.45 MB per user per week. Users were utilizing 8.35% less active data utilizing Netflix after the introduction of the download feature.
Another point of focus would be Netflix users’ mobile data drainage. Prior to the download feature, users were using 49.35 MB of their paid mobile data per week towards Netflix. Since the introduction, the mobile data usage per week decreased by 21% (dropped to an average of 39.10 MB/user/week).
Two weeks after Netflix released the download feature, Netflix saw a decline in active engagement. Before the download feature, Netflix was averaging 58.33 minutes across users weekly. Instead of experiencing an increase in users spending more time on the app watching movies, Netflix instead saw a 10% lowered engagement after.
Although Netflix did not see a positive increase in active usage, the decrease in mobile data consumption (21%) far outpaces the 10% decline in engagement. It’s interesting to note that even though users can now watch shows without any internet connection, it does not lead to engagement.
Netflix may not be experiencing an influx in active engagement two week since the app update, the movie-streaming app is seeing lowered data consumption from their users, which was the original intent of the download feature. Netflix users can now rejoice and be rest assured that they’ll be able to complete marathons (movie marathons, of course) this holiday season and here on out.
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